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The Role of Media and its Impact on Group Stereotyping – A Study of Public Reaction on Twitter (X)
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Autores
Orientador(es)
Resumo(s)
The purpose of the present study is to examine the role of media in perpetuating stereotypes
and the public reaction of members on the social media platform Twitter when facing harmful
media representations. To effectively capture the public reaction to the sample extracted, this
study uses netnography as a qualitative research method to gather data insights, and the
grounded theory is applied to analyze the data extracted. This analysis conducted three types
of coding (open coding, axial coding, and selective coding). They resulted in three emerging
themes related to the research question: The Media's Role in Shaping Negative Perceptions,
The Call for Positive Representation, and Critical Thinking in Media Consumption. The
study found that by addressing the causes and manifestations of individuals, it is possible to
seek a more inclusive media landscape that reflects diversity and promotes understanding
instead of perpetuating harmful stereotypes.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Media Effects Public Reaction Netnography Grounded Theory Analysis Online Interactions