“Standing for important causes: An online trend for millennial and gen Z users”

This dissertation focuses on Gen Z and the Millennial generation perceptions and behaviours regarding digital activism. The main purpose of this study is to explore the perceptions and behaviours of Instagram female users belonging to Gen Z and Millennial generations in regard to digital activism. The methodology used to achieve the main purpose of this dissertation was a qualitative approach and the research method selected was semi-structured interviews with 10 participants. All participants were females that use the social media platform Instagram and either belong to Gen Z or the Millennial generation. With this study it was possible to understand Gen Z and the Millennial Generation perceptions and behaviours towards digital activism. This study can also help brands and influencers understand the importance of digital activism and how to use it in an authentic way to target both generations

Exploring Sentiment Analysis on Twitter: Investigating Public Opinion on Migration in Brazil from 2015 to 2020

openTechnology has reshaped societal interaction and the expression of opinions. Migration is a prominent trend, and analysing social media discussions provides insights into societal perspectives. This thesis explores how events between 2015 and 2020 impacted Brazilian sentiment on Twitter about migrants and refugees. Its aim was to uncover the influence of key sociopolitical events on public sentiment, clarifying how these echoed in the digital realm. Four key objectives guided this research: (a) understanding public opinions on migrants and refugees, (b) investigating how events influenced Twitter sentiment, (c) identifying terms used in migration-related tweets, and (d) tracking sentiment shifts, especially concerning changes in government. Sentiment analysis using VADER (Valence Aware Dictionary and sEntiment Reasoner) was employed to analyse tweet data. The use of computational methods in social sciences is gaining traction, yet no analysis has been conducted before to understand the sentiments of the Brazilian population regarding migration. The analysis underscored Twitter's role in reflecting and shaping public discourse, offering insights into how major events influenced discussions on migration. In conclusion, this study illuminated the landscape of Brazilian sentiment on migration, emphasizing the significance of innovative social media analysis methodologies for policymaking and societal inclusivity in the digital age

Quantitative intersectional data (QUINTA): a #metoo case study

This research began as an investigation of the #metoo movement, with the initial impetus to illuminate the voices located on the margins, those who often go unheard or are never recognized. This work aimed to understand the intersectional aspects of how these hashtag variations of the hashtag #metoo (i.e. #metoomosque, #churchtoo, #metoodisable, #metooqueer, #metoochina, etc) reveal the inequities of the #metoo movement on Twitter. The proliferation of these hashtag variations has often been ignored by scholars, and therefore absorbed into the larger #metoo movement conversation on Twitter. Therefore, the term `hashtag derivative\u27 was created to describe the variation on the theme of its original hashtag, strongly reflecting its composition. Moreover, a critical theory such as Intersectionality is well-equipped to explore how overlapping identities encounter structure social reality relationship to power. Amid a pandemic and racial unrest, the true capabilities of Intersectionality to describe inequities and injustices beyond the singular social position of race and gender are not widely understood. Data science, is not absolved of its role in inequities and injustices merely by dint of being a quantitative field that claims to ``objectivity\u27\u27. Social scientists have illuminated the racism, sexism, ableism, transphobia, homophobia, prejudice, bigotry, and bias embedded in data science\u27s technology, tools, and algorithms. This has, direct and indirectly, grave consequences on an entire community as a whole as well as marginalized communities. The application of Intersectionality into a quantitative field can provide researchers a formal structure to be more conscientious about how to critique, develop, and design their data science processes, while also reckoning with their own positioning in relationship to the data. In this way, Intersectionality is inclusive in terms of data equity yet adds an additional layer of accountability to the researcher. This research leads to the three critical contributions of this work: (1) creating a more concise terminology to describe the phenomenon of hashtag variation, known as hashtag derivatives, (2) defining the historical context of Intersectionality and building a formal case for this to be properly contextualized in the Computer Science field (in particular Data Science), and (3) developing the Quantitative Intersectional Data (QUINTA) Framework which data scientists and scholars can use to be more equitable, inclusive and accountable for their role in the data science process

A Content Analysis of Non-Profit Organizations Social Media: Through the Lens of Compliance-Gaining & Persuasion

Non-profit organizations utilize social media platforms like Instagram to reach the community, fundraise, convey their mission and vision, establish themselves, and educate others. This study examined whether the communication artifacts of selected nonprofit organizations employed Cialdini\u27s (2021) compliance-gaining strategies through an eight-week qualitative digital content analysis on Instagram to address the problem of understanding how non-profit organizations use Instagram tools to influence and persuade their audience. Compassion International (@compassion), CARE (@careorg), and Direct Relief (@directrelief), the three non-profit organizations chosen in this study, demonstrated the usage of Cialdini’s (2021) compliance-gaining strategies within their digital media communication strategy. Non-profit organizations operate in a highly competitive environment, with many organizations vying for attention and resources from donors and supporters. They must understand how to effectively use Instagram and compliance-gaining theory to influence and persuade their audience, ultimately increasing their impact and reach. How are these three non-profit organizations engaging and mobilizing their audience through this influence and persuasion to support their respective cause? Are there commonalities in how each non-profit organization is using Cialdini’s (2021) compliance-gaining framework? This study showed that the three non-profit organizations chosen effectively used Cialdini’s (2021) compliance-gaining framework on Instagram to influence and persuade their audience, while also contributing to the existing literature on social media marketing, compliance-gaining theory, and digital content analysis. The analysis provided valuable insights for communication professionals, marketers, and non-profit organizations seeking to create compelling social media campaigns