Pinto, Diego CostaTorres, Carolina Curado2024-03-062024-03-062024-01-29http://hdl.handle.net/10362/164521Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThe 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.engMedia EffectsPublic ReactionNetnographyGrounded Theory AnalysisOnline Interactionsmaster thesis203543378