Search Results (206)

This study examines how public conversation on X unfolded during the COP30 climate summit, focusing on posts articulated around the official hashtag #COP30noBrasil and analysing a dataset of 1139 posts. Social media research has shown that platforms such as X play a central role in shaping climate communication, particularly during major diplomatic events. To explore this dynamic, all posts published between 10 and 21 November 2025 were collected using Tweet Binder and analysed quantitatively. Engagement, follower–following ratio and sentiment were computed, and non-parametric tests were applied given the non-normal distribution of the variables. Word clouds based on frequency and TF–IDF weighting were generated to identify prevalent topics in posts and replies. The results showed that activity was dominated by retweets, with original posts and replies representing smaller portions of the interaction. Engagement did not differ significantly between verified and unverified accounts, although posts with images generated higher interaction than text-only posts. No significant correlations emerged between engagement, sentiment or FF ratio. Replies displayed a less positive tone than original posts, suggesting a shift toward more neutral reactions. The thematic analysis indicated that original posts centred on planning and institutional aspects of COP30, while replies focused more on Amazon-related issues, resource extraction and calls for environmental protection. Full article

The high accessibility and interconnectedness of social media platforms have led to their increasing exploitation as tools for criminal activity. A notable example of such digital sexual offenses is the “Nth Room” case, in which sexually exploitative content and illegal recordings were unlawfully distributed on platforms such as X, Telegram, and Discord. Despite amendments to legislations, including the Sexual Violence Punishment Act and Youth Protection Act, aimed at preventing the recurrence of incidents, these crimes continue to persist. Perpetrators employ tactics such as the repeated creation and deletion of accounts, which complicate efforts to track and apprehend them. Consequently, there is an urgent need to develop advanced cyber investigation technologies capable of effectively monitoring sexual crimes posted on social media. This study aimed to propose a novel cyber investigation technology designed to trace criminal organizations by collecting tweets related to sexual crimes from X, which is the most frequently used social media platform for such content in Korea, and subsequently constructing a knowledge graph. Slang terms commonly associated with sexual crimes on X were employed as search keywords to collect relevant tweets. The knowledge graph is then generated based on three key elements extracted from the tweets: hashtags, words, and URL/invite codes. This graph serves as a tool for tracking the criminal networks involved in the distribution of sexually exploitative content and unauthorized recordings. Furthermore, to enhance tracking efficiency, an optimization model was developed to generate knowledge graphs from various analytical perspectives. In this study, to evaluate the performance of the proposed technology, a dataset of 3387 tweets was collected using an X crawler. Knowledge graphs were generated and optimized through both single and combined analyses of the three key elements, demonstrating the effectiveness of the proposed technology in tracking criminal organizations engaged in sexual crimes. Full article

This article examines music’s potential to contribute to the co-creative development of sustainable place branding efforts. It highlights how music can brand a place with a specific music identity and provide places with foundations of their resilient futures. The authors explore the case study of Labyrinth Musical Workshop, which gathers musicians from all parts of the world to a small village in Crete called Houdetsi. The study builds on ethnography data (fieldnotes, photos/videos), interviews with musicians, local inhabitants and hotel owners and digital ethnography tools including thematic analysis of hashtags and comments on the official social media accounts of Labyrinth Musical Workshop and the Cultural Association of Houdetsi. Findings reveal the challenges of sustainable tourism development and how music and place branding through co-creation can lead destinations towards resilience. The co-created experiences on offer highlight notions of community and co-belonging that inspire repeat visits, whereas the support of cultural and economic networks prioritize social–cultural and environmental rather than merely economic sustainability pillars. Full article

Anorexia nervosa is among the most lethal psychiatric conditions. Online pro-anorexia (“pro-ana”) communities may frame starvation and restriction in moral or spiritual terms. This study explored how pro-ana discourse on X (formerly Twitter) encodes values, spirituality, and identity through language, with attention to clinical practice. A dataset of 2396 English-language tweets (2020–2025) was collected using dual criteria (pro-ana hashtags plus eating-disorder keywords). Only U.S.-based English tweets were included to maintain linguistic and cultural coherence with LIWC-22 norms and counseling frameworks developed in U.S. contexts. Tweets were separated into three corpora (full, hashtags, and tweet bodies) and analyzed using Linguistic Inquiry and Word Count 2022 (LIWC-22), supplemented with custom spirituality and pro-ana dictionaries, and keyword/keyness analysis against a 36-billion-token web reference corpus. Religious language appeared consistently higher in hashtags compared with tweets and Twitter norms. Tweets contained more authenticity and self-disclosure, while hashtags functioned as collective markers of identity and practice. Body and food terms were strongly elevated, and affiliation terms appeared comparatively suppressed. Keyness analysis identified distinctive items such as prayer fast, fasting prayer (Luke), OMAD fast, hunger hurt, and I’m punching, illustrating how sacred, cultural, and diet-related slogans were combined within pro-ana discourse. Pro-ana rhetoric may function as a sacralized identity frame that can provide existential meaning to disordered practices. These findings contribute to behavioral science by highlighting how online communities linguistically construct health-related identities and values. They also suggest that effective clinical interventions should address eating disorders not only at behavioral and cognitive levels but also at the level of values and spirituality. Full article

The green economy has become an economic necessity and a cultural discourse due to the rapid global movement towards sustainability. This paper discusses the representation of green economy in Qatar and Malaysia, two countries with different political and cultural background but similar ambitions to attain sustainable development on social media. Through the application of qualitative techniques, namely thematic analysis and critical discourse analysis, the re-search analyzed Twitter, Facebook, Instagram, and LinkedIn posts discussing sustainability, renewable energy, and green innovation by using hashtags and stories on the topic. The results indicate that four major themes exist in both settings, and they are sustainability as national pride and identity, corporate–government branding of green efforts, grassroot and citizen involvement, and conflicts around contradictions and skepticism. Green economy in Qatar is constructed as a symbol of prestige and international presence, which is directly connected to the Qatar National Vision 2030, and popularized at the state and corporate levels. Big projects, financial solutions like green bonds, and sustainable infrastructure are mentioned in narratives and criticism is afforded little space. The environmental sustainability is part of cultural representation and collective accountability, grassroots mobilization, youth activism, and defiance of official and corporate language in Malaysia. A dynamic and critical digital discourse is often criticized by the citizens when they face perceived greenwashing. The research adds to the theoretical knowledge of understanding of framing theory that civic space plays a role in the development of sustainability discourses and the importance of critical discourse analysis in studying power relations in environmental discourse. In practice, the study recommends that Qatar should engage its citizens in more than just symbolic branding; Malaysia should enhance transparency and consistency of its policies to curb the skepticism of its people. In general, the paper highlights the fact that social media is not simply a medium of communication but rather a controversial field on which the definitions of sustainability are actively discussed. Full article

This paper presents an integrated approach to social network analysis that combines graph theory, social network analysis (SNA), and Shannon’s information theory, applied to a real-world Twitter network built around the political hashtag Zandberg. Unlike studies based on synthetic data, our analysis leverages empirical content from a live political discourse. We employ classical centrality measures (degree, betweenness, closeness), local clustering coefficients, and community detection using the Louvain algorithm. A key theoretical contribution is the introduction of a novel metric: the Structural Entropy Index of a Community (SEIC), which quantifies internal decentralization of communication independently of community size. The analysis reveals significant variation in community structures and entropy levels. Larger communities tend to be decentralized (SEIC > 0.8), while smaller groups are often dominated by single influential nodes. These findings have practical implications for influencer identification, disinformation resilience assessment, and communication strategy optimization. The proposed methodological framework provides a robust tool for studying the structural and informational dynamics of real-world social networks in digital environments. Full article

Background: Social media has become a space for sharing personal experiences and shaping public opinion. This study explored how people respond to substance misuse recovery journeys shared on TikTok. Methods: The researchers collected 3583 comments from 350 TikTok videos under the hashtags #wedorecover, #recovery, and #sobertok using a scraper tool. A discourse analysis categorized comments into Narrative Strategies, Rhetorical Strategies, Linguistic Features, and Power Relationships, each with subcategories revealing public perceptions of substance use and recovery. A correlation analysis was also conducted to examine the role of emojis across narrative and linguistic features. Results: Most comments (94%) expressed support or positivity toward recovery videos. The heart emoji was the most common (93.35% of all emojis), symbolizing connection, encouragement, and solidarity. Four themes emerged reflecting public attitudes: encouragement and positive messaging, acknowledgment of struggle, the culture of sharing, and the influence of broader social narratives. Conclusions: These results provide insight into public responses to recovery content on TikTok, suggesting that peer support may be facilitated through the platform’s algorithmic design. While TikTok shows promise as a supportive digital space, further research is needed to understand its broader implications for substance use recovery support. Full article

This study investigates the key attributes that characterize popular content produced by leading Generation Z TikTok influencers in Israel. The research seeks to identify the content elements that drive user engagement and contribute to the influencers’ widespread appeal. A content analysis was conducted on a sample of 400 videos created by 18 prominent TikTok personalities, enabling a systematic examination of recurring themes and stylistic features. Findings reveal that highly popular posts predominantly emphasize entertainment while avoiding violent content. However, they also tend to lack substantial informational value. Notably, content produced by female influencers features more sexualized elements compared to that of their male counterparts. Furthermore, collaborative videos involving multiple influencers appear to be more successful in garnering audience attention. The study’s practical implications underscore a strategic shift: Generation Z shows a marked preference for TikTok influencers over traditional celebrities. This trend presents opportunities for marketing and public awareness campaigns seeking to engage younger demographics effectively. On a broader social level, the findings suggest that despite TikTok’s perceived novelty and authenticity, its most popular content often mirrors the norms and conventions of mainstream media. Thus, TikTok may reinforce rather than disrupt dominant cultural narratives. Full article

Sarcasm is a complex emotional expression often marked by semantic contrast and incongruity between textual and visual modalities. In recent years, multi-modal sarcasm detection (MMSD) has emerged as a vital task in affective computing. However, existing models frequently rely on superficial spurious cues—such as emojis or hashtags—during training and inference, limiting their ability to capture deeper semantic inconsistencies and undermining generalization to real-world scenarios. To tackle these challenges, we propose Multi-Modal Mixture-of-Experts (MM-MoE), a novel framework that integrates diverse expert modules through a global dynamic gating mechanism for adaptive cross-modal interaction and selective semantic fusion. This architecture allows for the model to better capture modality-level incongruity. Furthermore, we introduce MMSD3.0 and MMSD4.0, two cross-dataset evaluation benchmarks derived from two open source benchmark datasets, MMSD and MMSD2.0, to assess model robustness under varying distributions of spurious cues. Extensive experiments demonstrate that MM-MoE achieves strong performance and generalization ability, consistently outperforming state-of-the-art baselines when encountering superficial spurious correlations. Full article

Instagram is a hugely popular social media site; however, it has also been cited in many times as being a source of low self-esteem, unhappiness, and body dissatisfaction. Despite this, there is potential to use Instagram as a self-care delivery system and create positive changes in users’ mental health by showing them a specific type of image. In this paper, we use Stress Reduction Theory to demonstrate that viewing images of nature on Instagram can improve well-being (H1), by increasing feelings of connectedness with nature (H2). Furthermore, we posit this same influence will elicit more altruistic behaviour from users (H3). In a laboratory experiment, participants accessed images using either the #naturephotography hashtag, or a control hashtag (#bookshelves). Analyses showed that, in line with the proposed positive effects of SRT, viewing natural images improved well-being and positive emotions, and this was at least partially mediated by increased connectedness to nature. Future studies that use a more longitudinal approach, and examine how images can be presented within a more robust psychiatric intervention are then discussed. Full article

Social media provides a vital arena for rare disease (RD) communities, fostering support, advocacy, and knowledge sharing. Rare Disease Day generates a large-scale online conversation, yet previous research has relied mainly on static, cross-sectional snapshots. This study captures the longitudinal evolution of the Spanish-language Twitter debate around Rare Disease Day across a fixed yearly window (1 February to 15 March) from 2008 to 2023. After filtering for Spanish-language posts, a corpus of 308,823 tweets (72,740 originals) was analyzed. We combined hashtag frequency analysis to assess topic salience with social network analysis (SNA) of co-occurrence networks to identify central thematic clusters. Results show progression from early generic expressions to increasingly deliberate, action-oriented communication, reflecting a shift towards empowered activism. A headline finding is the structural centrality and persistence of the hashtag #investigación (#research), underscoring the community’s enduring call for scientific progress. SNA further revealed the difference between transient virality—often linked to political or celebrity-driven hashtags—and the stable, identity-related topics at the core of the debate. Longitudinal hashtag analysis, particularly using SNA, provides a powerful tool to identify stable priorities of online health communities beyond transient media noise. Full article

Understanding who makes up online affinity spaces as well as how information flows within those spaces is important as more people access news, research topics, collaborate with others, and entertain themselves. During a month-long period in summer 2021, we collected 100,000 tweets from 53,311 Twitter users who used the hashtags #ScienceTwitter, #SciComm, and #AcademicTwitter. We then classified users and determined the type of social network they formed. Scientists, the public, and educators formed this affinity space. They built connections by initiating activities and interacting with others, which created a Community Clusters social network structure, characterized by several medium-sized groups of closely connected users and a fair number of isolates. All three categories of people were in positions of influence in this network leading and controlling the conversations. The results show that scientists, the public, and educators share the space and contribute to communication in this online world. This research is important as it illustrates that online affinity spaces about scientific topics are not solely spaces for scientists to communicate but rather act as spaces where people with varied expertise can exchange ideas and learn from one another. Full article

Social media platforms like Instagram significantly shape destination images and influence tourist behavior. Understanding how different cities are represented and perceived on these platforms is crucial for effective tourism marketing. This study provides a comparative analysis of Instagram content and engagement patterns in Seoul and Tokyo, two major Asian metropolises, to derive actionable marketing insights. We collected and analyzed 59,944 public Instagram posts geotagged or location-tagged within Seoul (n = 29,985) and Tokyo (n = 29,959). We employed a mixed-methods approach involving content categorization using a fine-tuned convolutional neural network (CNN) model, engagement metric analysis (likes, comments), Valence Aware Dictionary and sEntiment Reasoner (VADER) sentiment analysis and thematic classification of comments, geospatial analysis (Kernel Density Estimation [KDE], Moran’s I), and predictive modeling (Gradient Boosting with SHapley Additive exPlanations [SHAP] value analysis). A validation analysis using balanced samples (n = 2000 each) was conducted to address Tokyo’s lower geotagged data proportion. While both cities showed ‘Person’ as the dominant content category, notable differences emerged. Tokyo exhibited higher like-based engagement across categories, particularly for ‘Animal’ and ‘Food’ content, while Seoul generated slightly more comments, often expressing stronger sentiment. Qualitative comment analysis revealed Seoul comments focused more on emotional reactions, whereas Tokyo comments were often shorter, appreciative remarks. Geospatial analysis identified distinct hotspots. The validation analysis confirmed these spatial patterns despite Tokyo’s data limitations. Predictive modeling highlighted hashtag counts as the key engagement driver in Seoul and the presence of people in Tokyo. Seoul and Tokyo project distinct visual narratives and elicit different engagement patterns on Instagram. These findings offer practical implications for destination marketers, suggesting tailored content strategies and location-based campaigns targeting identified hotspots and specific content themes. This study underscores the value of integrating quantitative and qualitative analyses of social media data for nuanced destination marketing insights. Full article

This paper examines how Marley Dias’ activism on Instagram promotes racial justice, Black feminist thought, and youth mobilization through digital storytelling, representation, and audience engagement. Using a mixed-methods analysis of 744 posts published between 2016 and 2025, the study combined critical thematic coding, temporal mapping, and engagement metrics to analyze the discursive and emotional strategies behind Dias’ activism. Five key themes were identified as central to her activist work: diversity in literature, lack girl empowerment, racial justice, Black representation, and educational advocacy. The findings reveal that Dias strategically tailors her messages to suit Instagram’s unique features, using carousels and videos to enhance visibility, foster intimacy, and provide depth in education. Posts that focused on identity, aesthetics, and empowerment garnered the highest levels of engagement, while posts that concentrated on structural issues received lower, yet still significant, interaction. The paper argues that Dias’ Instagram account serves as a dynamic platform for youth-led Black feminist resistance, where cultural production, civic education, and emotional impact converge. This case underscores the political potential of digital literacies and encourages a reconsideration of how youth-driven digital activism is reshaping contemporary public discourse, agency, and knowledge production in the social media age. Full article

This study examines how social media platforms influence tourism marketing strategies, consumer perceptions, and travel behaviors, addressing their sustainability implications. It aims to evaluate the current state of research on social media in tourism marketing, identify dominant trends, assess empirical evidence of impact, and critically highlight research gaps. The analysis focuses on three core marketing outcomes: destination image, travel intention, and user engagement—and includes a section examining sustainability considerations across environmental, sociocultural, and economic dimensions. The study uses a systematic critical review of 147 peer-reviewed academic articles published between 2015 and 2025, combined with a meta-analysis of 38 quantitative studies that report statistical effect sizes. The meta-analysis uses a random-effects model to compare the influence of different platforms and study contexts. Moderator variables include geographic region, platform type, and methodological design. Findings show that social media marketing has a statistically significant positive effect on destination image (Cohen’s d = 0.61), travel intention (d = 0.54), and user engagement (d = 0.43). The analysis also reveals geographic bias, limited research on emerging platforms, and a lack of longitudinal and ethical inquiry. Findings suggest that tourism researchers and marketers may have to adopt more context-sensitive, interdisciplinary, and ethical approaches. Critical sustainability concerns emerge, including “overtourism”, cultural commodification, digital inequities, and algorithmic biases. Further studies may focus on specific platform-related behaviors, long-term impacts, and integrated online strategies appropriate for global tourism diversity. Lastly, this paper advocates for context-sensitive, interdisciplinary, and ethically grounded approaches to ensure sustainable digital tourism marketing strategies. Full article