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“Peopleconnectwithemojionapersonallevel—theyusethemtoshowtheirsmilesandtheirhearts,”saysTylerSchnoebelen,founderofIdibon,atextanalyticscompany,whoalsowrotehisStanfordDoctoralthesisonemoticons.“Itcanbeaprettyintimateconnection,whichiswhypeoplewanttolookatemojiandseethethingsthataremeaningfulintheirlives.”

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“Emoji are a great way to be playful,” says Schnoebelen. But they also help users express their identities, whether in small ways, with foods, or in big ways, with flags. “With new emoji,” he says, “we can let in more people to play.”