Social Media Content Analysis Research Articles

Evaluating Operation Good Food & Beverages, a Black Youth-Driven Public Advocacy Campaign.

Food and beverage (F&B) marketing practices that contradict health guidelines are particularly concerning for children and adolescents, who are developmentally more susceptible than adults to persuasive advertising and to Black communities, due to ethnically-targeted marketing, contributing to higher rates of obesity and other diet-related chronic diseases. Accordingly, here we evaluated Operation Good Food and Beverages (OGF&B), an online social marketing campaign calling for shifting toward more marketing of healthier F&B to Black youth and Black communities. OGF&B was developed and implemented by a multidisciplinary team of academic, advocacy, and advertising partners and active for four months in 2022 during the COVID-19 pandemic. Primary campaign components were social media content (e.g., TikTok, Instagram), and an informational website with a signable petition and a social media toolkit. Our mixed-methods evaluation used qualitative data to contextualize quantitative metrics like online impressions, website visits, and petition signatures. Qualitative data consisted of analysis of social media content and thematic elements from 15 interviews with campaign advisors, youth consultants, and influencers. The campaign achieved 3,148,869 impressions, 3,799 unique website visits, and 1,077 petition signatures. Instagram Reels and content featuring people had higher engagement. Instagram Reels received more likes than static posts or TikTok videos. Interviewees who participated mentioned personal values and community welfare as key motivations. Social media influencers who declined participation noted time constraints and lack of compensation as barriers. Despite pandemic-related restrictions that precluded in-person engagement, this brief campaign implementation period provided useful insights for leveraging OGF&B or similar campaigns.

Motion Graphic Sebagai Media Promosi SMK Telkom 1 Medan Sumatera Utara

The development of information and communication technology (ICT) has brought significant changes in various aspects of life, including in the world of education. Telkom 1 Medan Vocational School, as one of the leading vocational schools in the city of Medan, needs to formulate appropriate promotional strategies to attract the interest of prospective students in the digital era. This research aims to identify appropriate social media content visualizations to attract prospective students at Telkom 1 Medan Vocational School, especially in the city of Medan. This research uses qualitative research methods with a descriptive approach. Data was collected through observation of Telkom Medan Vocational School's social media, in-depth interviews with prospective students, visual analysis of social media content at other vocational schools, and focus group discussions with social media and education experts. The data analysis techniques used are content analysis and thematic analysis. The research results show that the right visualization of social media content to attract prospective Telkom Medan Vocational School students in the city of Medan must have several characteristics, namely Informative, Interesting, Interactive, Relevant and Building a positive image. Visualization of social media content made capable effective promotional strategy to attract prospective students at SMK Telkom 1 Medan in the digital era.

Strategi Personal Branding Konten Kreator Melalui Media Sosial Tikok

In this digital era, social media, especially TikTok, has become a favored medium among the Indonesian public. TikTok has emerged as one of the social media platforms with a broad reach for sharing various types of information. Many TikTok users have become content creators, utilizing TikTok to disseminate their content. This study aims to determine the communication strategies of film review content creators to build personal branding and secure collaborations with production houses. This research employs qualitative methods and a case study approach. The case study approach is used to provide an in-depth description of how the creator @adhehdyt manages and develops strategies related to personal branding through data collected via interviews, social media content analysis, and the collection of the creator’s documentation.. Keywords: Personal Branding, Tiktok, @adhehdyt, Social Media,Communication

THE ROLE OF SOCIAL MEDIA IN INCREASING RURAL GENERATION Z PARTICIPATION IN THE 2024 ELECTIONS : A STUDY IN SUNGAI ANA VILLAGE, SINTANG DISTRICT

This research investigates the role of social media in increasing the political participation of Generation Z in rural areas, especially Sungai Ana Village, Sintang District during the 2024 General Election. Using a mixed methods approach, this research combines a literature review, survey, in-depth interviews, social media content analysis, and observation participatory to collect comprehensive data. These findings reveal that social media platforms such as Instagram, TikTok, and WhatsApp are very important for increasing political awareness among Generation Z users in Sungai Ana Village, Sintang District. About 91% of respondents rely on social media as their main source of political information, and admit that these platforms help them better understand political issues and candidates. These findings highlight the need for increased media literacy and critical thinking skills to combat the spread of fake news. The study concludes with recommendations for policymakers and stakeholders, emphasizing the importance of improving internet infrastructure in rural areas, promoting educational campaigns on media literacy, and fostering collaboration between governments, educational institutions, and social media platforms to develop effective political education initiatives. By overcoming these challenges and harnessing the potential of social media, Generation Z's political engagement in rural areas, especially in Sungai Ana Village, can be significantly increased, resulting in more active and informed participation in the democratic process

YouTube Video Clips on Breastfeeding Education and Promotion for Arabic-Speaking Populations: A Social Media Content Analysis.

Background/Objective: Although the benefits of breastfeeding are well-documented and widely recognized, reports indicate that optimal breastfeeding rates are low in Arabic-speaking countries. This is a significant concern given the health benefits associated with breastfeeding for both infants and mothers. Previous research has shown that education interventions can increase breastfeeding knowledge, attitudes, and practices in Arabic-speaking populations. The social media platform YouTube holds significant potential for distributing customized health education for diverse audiences; specifically, this platform has the potential to empower mothers and normalize long-term breastfeeding. The aim of this study was to evaluate the quality of YouTube videos on breastfeeding available in the Arabic language. Methods: We used standard procedures to search YouTube for Arabic breastfeeding videos posted on YouTube in December 2023. Videos were evaluated using the three scales of the DISCERN quality evaluation instrument (reliability, information quality, video quality) and total score. Comparative statistics were generated. Results: In total, 165 videos met the inclusion criteria, with 29.7% in the Education category; 43.6% were in Egyptian Arabic dialect. Almost all (91.75%) of the educational videos had a "medium" quality assessment. Educational videos and those using health professionals had higher quality assessments than those in other categories or done with other speakers. Conclusion: The results of this review suggest that most content on the topic of breastfeeding was of only medium reliability and informational quality. New mothers seeking breastfeeding information or support may be in need of specific problem-solving information at a time when they are living with the often-difficulty reality of caring for a newborn or very young infant. There is a clear need for accurate, culturally congruent information to effectively support breastfeeding in Arabic-speaking countries. Future efforts should focus on improving the quality of online health education content, with implications for public health strategies and policy development.

Shades of presence in post-2011 Tunisia: evolving political positions in feminist and queer activism

ABSTRACT This article rethinks the concept of presence in feminist theory through the empirical study of Tunisian feminist and queer movements after the 2010–11 revolution. Over the past decade, these movements have displayed various forms of mobilisation, revealing different shades of presence/absence. Some strategies focused on gaining visibility within institutions and physical public spaces, while others showed new forms of disembodied, digitally mediated presence/absence. With the recent rise of cyber-authoritarianism, a re-calibration of positions of presence/absence have enriched our understanding of presence. Building on interviews and social media content analysis from 2017 to 2023, the article challenges the widespread notion that physical presence equates to empowerment and absence to disempowerment. It argues that presence and absence are political positions within a spectrum of contention, influenced by political opportunities, and calls for the recognition of multiple, disembodied and hybrid forms of presence/absence.

Constructing Muslim womanhood in Indonesia: Hijab and the governmentality of religious organizations

This study investigated the ways in which two religious organizations in Indonesia govern female bodies; specifically focusing on the construction of ideal Muslim womanhood through hijab practice. This mixed-method study combines partial least squares path modelling (PLS-path modelling), ethnographic research during fieldwork, and content analysis of social media accounts. The quantitative analysis revealed that among members of Muslimat, involvement with the religious organization and subjective norms exerted a stronger influence on sharia compliance regarding hijab practices than among members of ‘Aisyiyah. Content analysis revealed that Muslimat prefers unified and monotonous hijab styles, while ‘Aisyiyah permits more colours and patterns. While both organizations tend to avoid presenting female sexualities, ‘Aisyiyah favours long and wide hijab, thus more strongly regulating the presentation of female sexualities. This research reveals the dynamics of religious organizations’ governing hegemony, highlighting the increasing influence of religion in the construction of ideal Muslim womanhood in Indonesian society.

Understanding invisible pain in the older adult: a content analysis of social media's representation of herpes zoster vaccine.

Herpes zoster (HZ), a common disease in older adults, affects their quality of life. Therefore, this study aimed to examine the blog posts of HZ-related information on social media platforms to analyze the attitudes and behaviors of residents toward the dissemination of health information. This research used content analysis to focus on Weibo, a representative social media in China, to analyze the content of 1866 blog posts related to herpes zoster (HZ) and herpes zoster vaccine (HZV). According to the consistency test by Cohen's Kappa, four themes were identified: (a) sources, (b) tones, (c) epidemiological information, and (d) extended parallel process model elements. The findings showed that most information on Weibo came from non-professionals, with a neutral tone, and showed the invisible pain of HZ and the effectiveness of HZV through the two largest aspects of prevention and aged protection in epidemiological information. However, current blog posts treat the older adult as invisible individuals, failing to acknowledge them as recipients of the information. Additionally, the cost of the vaccine acts as an invisible economic barrier, contributing to the dissemination of incorrect information about folk remedies. This impacts the older adult's acceptance of health information related to HZV. Thus, the way to share health information with the older adult needs to be improved in the future, and attention should be paid to the transmission of incorrect information to improve their vaccination rates and awareness of health management.

Unraveling the viral phenomenon: insights from social media content analysis on streaming over-the-top platforms

Purpose This study aims to analyze memes as valuable engagement and marketing communication tools in promoting over-the-top (OTT) platforms by monitoring users' sentiments and offering insightful information about their opinions by drawing themes from viral memes. Design/methodology/approach Content analysis of 1,230 user interactions was conducted using NVivo software on Instagram and Twitter pages from May 2022 to July 2023. Data were collected for sentiment analysis (consumer responses), and relevant themes (consumer interactions) were drawn which created the virality of memes. Findings Research findings reveal relevant themes, such as relatable, informative and interest-generating, that make memes go viral over social media. The sentiment analysis results showed that the intensity and strength of the positive comments were more substantial, contributing more to the virality of memes. Practical implications These findings provide themes for engaging content for OTT advertisers to boost brand recognition and engagement by strategically creating meme content and implementing better marketing communication. Originality/value This study uses factual data to offer new perspectives on viral meme propagation. It provides evidence that OTT marketers boost brand value and customer engagement through innovative customer-centric social media analysis.

Mediterranean Diet Information on TikTok and Implications for Digital Health Promotion Research: Social Media Content Analysis.

The Mediterranean diet has been linked to reduced risk for several cardiometabolic diseases. The lack of a clear definition of the Mediterranean diet in the scientific literature and the documented proliferation of nutrition misinformation on the internet suggest the potential for confusion among consumers seeking web-based Mediterranean diet information. We conducted a social media content analysis of information about the Mediterranean diet on the influential social media platform, TikTok, to examine public discourse about the diet and identify potential areas of misinformation. We then analyzed these findings in the context of health promotion to identify potential challenges and opportunities for the use of TikTok in promoting the Mediterranean diet for healthy living. The first-appearing 202 TikTok posts that resulted from a search of the hashtag #mediterraneandiet were downloaded and qualitatively examined. Post features and characteristics, poster information, and engagement metrics were extracted and synthesized across posts. Posts were categorized as those created by health professionals and those created by nonhealth professionals based on poster-reported credentials. In addition to descriptive statistics of the entire sample, we compared posts created by professionals and nonprofessionals for content using chi-square tests. TikTok posts varied in content, but posts that were developed by health professionals versus nonprofessionals were more likely to offer a definition of the Mediterranean diet (16/106, 15.1% vs 2/96, 2.1%; P=.001), use scientific citations to support claims (26/106, 24.5% vs 0/96, 0%; P<.001), and discuss specific nutrients (33/106, 31.1% vs 6/96, 6.3%; P<.001) and diseases related to the diet (27/106, 25.5% vs 5/96, 5.2%; P<.001) compared to posts created by nonhealth professionals. Social media holds promise as a venue to promote the Mediterranean diet, but the variability in information found in this study highlights the need to create clear definitions about the diet and its components when developing Mediterranean diet interventions that use new media structures.

SLOW TOURISM AS A CONTEMPORARY TENDENCY IN THE TOURISM MARKET: IMAGE CONTENT AND GEOTAG ANALYSIS ON INSTAGRAM

Although it originated from the Slow Food and Cittaslow movements, slow tourism has spread to many spheres of tourism. The purpose of the paper is to investigate what people associate with slow tourism, and how and where they engage in slow tourism. Social media content analysis on Instagram, using hashtag #slowtourism, was performed in the research. The general conclusion is that people mostly associate slow tourism with different forms of architecture and landscape, and to lesser extent with transport and food. Also, there was significant content variation within the architecture and landscape categories, suggesting that people associate different types of architecture and tourism destinations with slow tourism. When it comes to location, the majority of photos were taken in Italy, which is not surprising, considering that Slow Food and Cittaslow movements originated in this country.

Influence of Social Media on Court Decisions in Blasphemy Cases

This research aims to conduct an in-depth analysis of the influence of social media on judges' decisions in religious blasphemy cases in Indonesia. In the context of the digital era, social media has become the main arena where public opinion is expressed, discussions develop, and information spreads quickly. Cases of religious blasphemy often create waves of controversy and debate on social media, widening their impact in society. This research uses a qualitative approach to analyze how social media influences the judicial process, from its role in shaping public opinion to its possible influence on arguments presented in court. Through analysis of social media content and a study of significant religious blasphemy cases, this research aims to understand the extent to which opinions and pressure generated by social media can influence judges' decisions. It is hoped that the results of the analysis will provide a deeper understanding of the challenges faced by the justice system in facing the pressures and expectations of an increasingly dominant digital space, as well as provide a basis for improving justice policies and practices that are more adaptive to social and digital dynamics.

The Digital Fabric of Nationalism: How Social Media Weaves Banal Nationalism into Everyday Life

In the digital era, social media platforms such as Facebook, Twitter, and Weibo have transcended their roles as mere communication tools, emerging as pivotal arenas for the expression and amplification of banal nationalism. This paper explores how these platforms embed subtle nationalistic sentiments within the everyday online interactions of millions, thereby enhancing and reinforcing users sense of national identity. Through qualitative analysis of various social media posts and a comprehensive literature review, this study investigates the mechanisms through which these digital platforms perpetuate nationalistic narratives. Additionally, the paper employs visual data analysis of social media content to demonstrate the prevalence of national symbols and narratives, particularly during significant national events. The findings indicate that social media platforms not only reflect but actively shape societal trends through algorithm-driven content curation that promotes emotionally charged nationalistic posts. This paper underscores the need for a nuanced understanding of how digital environments influence national identity construction and the subtle ways in which they foster a digital form of banal nationalism.

Social Media Promotion of Health Tests With Potential for Overdiagnosis or Overuse: Protocol for a Content Analysis.

In recent years, social media have emerged as important spaces for commercial marketing of health tests, which can be used for the screening and diagnosis of otherwise generally healthy people. However, little is known about how health tests are promoted on social media, whether the information provided is accurate and balanced, and if there is transparency around conflicts of interest. This study aims to understand and quantify how social media is being used to discuss or promote health tests with the potential for overdiagnosis or overuse to generally healthy people. Content analysis of social media posts on the anti-Mullerian hormone test, whole-body magnetic resonance imaging scan, multicancer early detection, testosterone test, and gut microbe test from influential international social media accounts on Instagram and TikTok. The 5 tests have been identified as having the following criteria: (1) there are evidence-based concerns about overdiagnosis or overuse, (2) there is evidence or concerns that the results of tests do not lead to improved health outcomes for generally healthy people and may cause harm or waste, and (3) the tests are being promoted on social media to generally healthy people. English language text-only posts, images, infographics, articles, recorded videos including reels, and audio-only posts are included. Posts from accounts with <1000 followers as well as stories, live videos, and non-English posts are excluded. Using keywords related to the test, the top posts were searched and screened until there were 100 eligible posts from each platform for each test (total of 1000 posts). Data from the caption, video, and on-screen text are being summarized and extracted into a Microsoft Excel (Microsoft Corporation) spreadsheet and included in the analysis. The analysis will take a combined inductive approach when generating key themes and a deductive approach using a prespecified framework. Quantitative data will be analyzed in Stata SE (version 18.0; Stata Corp). Data on Instagram and TikTok have been searched and screened. Analysis has now commenced. The findings will be disseminated via publications in peer-reviewed international medical journals and will also be presented at national and international conferences in late 2024 and 2025. This study will contribute to the limited evidence base on the nature of the relationship between social media and the problems of overdiagnosis and overuse of health care services. This understanding is essential to develop strategies to mitigate potential harm and plan solutions, with the aim of helping to protect members of the public from being marketed low-value tests, becoming patients unnecessarily, and taking resources away from genuine needs within the health system. DERR1-10.2196/56899.

Travel for women rights: social movements and the construction of travel as activism in social media

ABSTRACT Globalized social movements often require travel, but travel as a symbolic form of transnational activism has only been examined in certain instances. This paper employs the notion of political travel and, through a qualitative content analysis of social media posts during the 2018 pro-choice Irish referendum campaign, it shows how travel can be approached as a form of activism and resistance from a critical feminist angle in the context of a global campaign mediated by social media. Inspired by assemblage theory [De Landa, M. (2016). Assemblage theory. Edinburgh University Press.], our findings show how different elements; people, spaces, objects are assembled to construct the framing and narrative of a social movement that fights for women rights. The individual accounts of travel experiences in social media contributed to the overall ‘aestheticization’ of the social movement. Also, the study offered insights into the meanings that, predominantly female, travellers, assign to their political travel, which are in turn shaped by personal and historical concerns.

Mengurai Potensi Media Sosial dalam Memperkuat Implementasi Kebijakan Keterbukaan Informasi Publik

This research aims to explore the potential of social media in supporting the implementation of public information disclosure policies. This study employs a qualitative approach with a case study method. Data is collected through in-depth interviews with relevant stakeholders, participant observation, and social media content analysis. The collected data is analyzed using thematic analysis techniques to identify patterns, themes, and insights relevant to the research objectives. Results This research reveals that social media has significant potential in strengthening the implementation of public information disclosure policies. Social media can facilitate wide dissemination of information, enhance public participation, and promote government transparency and accountability. However, challenges such as digital literacy, regulations, and adequate policies must be addressed to fully utilize the potential of social media.

Psycholinguistic and emotion analysis of cryptocurrency discourse on X platform

This paper provides an extensive examination of a sizable dataset of English tweets focusing on nine widely recognized cryptocurrencies, specifically Cardano, Binance, Bitcoin, Dogecoin, Ethereum, Fantom, Matic, Shiba, and Ripple. Our goal was to conduct a psycholinguistic and emotional analysis of social media content associated with these cryptocurrencies. Such analysis can enable researchers and experts dealing with cryptocurrencies to make more informed decisions. Our work involved comparing linguistic characteristics across the diverse digital coins, shedding light on the distinctive linguistic patterns emerging in each coin’s community. To achieve this, we utilized advanced text analysis techniques. Additionally, this work unveiled an understanding of the interplay between these digital assets. By examining which coin pairs are mentioned together most frequently in the dataset, we established co-mentions among different cryptocurrencies. To ensure the reliability of our findings, we initially gathered a total of 832,559 tweets from X. These tweets underwent a rigorous preprocessing stage, resulting in a refined dataset of 115,899 tweets that were used for our analysis. Overall, our research offers valuable perception into the linguistic nuances of various digital coins’ online communities and provides a deeper understanding of their interactions in the cryptocurrency space.

Public perceptions of justification in the deadly police shootings of black men: a content analysis of social media posts in 2016 and 2020

The proliferation of information technologies has revolutionized how people around the world consume news. By 2021, an estimated 8.6 billion mobile subscriptions existed worldwide. In the United States, a majority (84%) of Americans access their news digitally. On social media platforms, Facebook is the most used network for obtaining news. The three major news sources in the United States, CNN, Fox News, and MSNC, have a strong presence on Facebook. The current study analyzes public comments posted on Facebook involving the deadly police shootings of four Black men (i.e., Alton Sterling, Philando Castile, Jonathan Price, Rayshard Brooks) to identify reactions at two points in time. Our work centers on public comments to these posts, not the posts themselves. Using a summative qualitative analysis, we analyzed the first 20 Facebook comments from CNN, Fox News, and MSNBC that are listed as most relevant (e.g., highest number of likes, reactions, replies) to the most recently posted news story regarding the incident. This resulted in a sample size of 223 posts. Public comments were categorized as justifying the killing, perceiving the killing as not justified, or expressing neutrality as to whether the killing was justified or not. We found that most comments, regardless of time period, did not engage in victim-blaming. Overall, the majority (N = 139 or 62%) of all comments perceived these deadly police shootings as not justified. Most (54%) posts on Fox News justified this violence, while the majority of posts on CNN or MSNBC felt the police had used excessive violence. There were more negative comments of Black men and victim-blaming after the Trump presidency (in 2020) than in 2016 (before Trump took office), which may be related to the racial rhetoric of the times.

#Resistencia: Indigenous Movements, Social Media, and Mobilization in Latin America

Abstract Indigenous peoples in Latin America have produced some of the region’s strongest and most enduring social movements, drawing on a diverse repertoire of contention to pursue their goals. In the twenty-first century, social media have transformed the landscape of collective action, compelling Indigenous movements to navigate the evolving dynamics of digital platforms. There is an ongoing debate in the literature regarding the role of social media in mobilization. But we know relatively little about how social media fit into the tactical repertoires of Indigenous actors and what tasks these platforms are used for. This article addresses this gap through an examination of how Indigenous actors use social media during protest events. We conducted a comparative analysis of social media content produced by Indigenous social movement organizations during major protest events in three countries from 2018 to 2019. We find that the most common functions include activating supporters and exposing state violence. These functions support several of the organizations’ core mobilization tasks by providing actors with tools to complement collection action.

Consuming Royalty

Consuming Royalty