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Portuguese Digital Ecosystem: A Cross-Platform Comparison of Toxicity, Sentiment, and Moral Language in Online Discourse
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| 1.26 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Social media platforms have fundamentally reshaped the landscape of public discourse,
creating dynamic environments where people express opinions, share and consume
information, and engage in discussion. However, these platforms are not neutral spaces. Their
design, algorithms, and cultural norms influence how users interact, what content is seen, and
therefore what themes are discussed and the tone of those conversations. Furthermore, much
like in offline settings, people adapt their communication to the norms of their environment. As
each platform serves a distinct purpose and cultivates its own atmosphere, users may express
themselves differently across them. This thesis explores how online discourse varies across
platforms by comparing conversations in Portuguese on Instagram, Reddit, X (formerly
Twitter), and TikTok. By collecting a dataset of over 150,000 social media comments, we were
able to analyse the sentiment expressed in conversations, the toxicity level of the language used,
and the moral framing to understand the tone and character of discussions on each platform.
The findings show that tone and style shift significantly depending on the platform: X
consistently hosts more toxic and emotionally negative conversations; TikTok fosters a more
neutral and less confrontational tone; Reddit contains the highest use of moral language; and
Instagram occupies a middle ground across most dimensions. The findings suggest social media
platforms foster different communication environments that shape how discussions unfold,
influencing both the tone and content of user interactions.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics, specialization in Business Analytics
Palavras-chave
Comparative Analysis Moral Foundations Theory Natural Language Processing Online Toxicity Social Media SDG 9 - Industry, innovation and infrastructure SDG 16 - Peace, justice and strong institutions