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The worst is when you peel it and see that there is a worm: a network semantic analysis of online reactions following Control Portugal’s controversial instagram post

2025-12Artigo científico Acesso restrito
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datacite.subject.fosCiências Sociais::Ciências da Comunicação
datacite.subject.sdg04:Educação de Qualidade
dc.contributor.authorSantos, Rui Bruno
dc.contributor.authorCosta, Bruno Frutuoso
dc.contributor.authorOliveira, Hadassa
dc.date.accessioned2026-07-09T09:27:17Z
dc.date.available2026-07-09T09:27:17Z
dc.date.issued2025-12
dc.description.abstractABSTRACT: This study analyzes the followers’ reactions to Control Portugal, which removed a humorous post from its Instagram page within hours after it was perceived by the public as transphobic. Semantic network analysis was used to identify key themes and discourse patterns in 9384 comments. The findings show that the brand’s distinctive authenticity split public opinion. Some users found the post offensive, whereas others viewed its removal as an act of censorship. After the official apology, the brand’s calculated return to humor and authenticity helped stabilize the conversation in parts of the network, easing the initial polarization. The case study thus highlights the importance of brands designing communication strategies that combine creativity with social responsibility and that ensure digital brand management not only mobilizes but also respects ethical principles.eng
dc.identifier.citationBruno Santos, R., Costa, B. F., & Guimarães Oliveira, H. (2025). “The Worst Is When You Peel It and See That There Is a Worm”: A Network Semantic Analysis of Online Reactions Following Control Portugal’s Controversial Instagram Post. Journal of Media Ethics, 1–18.
dc.identifier.doihttps://doi.org/10.1080/23736992.2025.2608239
dc.identifier.issn2373-700X
dc.identifier.urihttp://hdl.handle.net/10400.21/22969
dc.language.isoeng
dc.peerreviewedyes
dc.publisherWashington State University, USA
dc.relation.hasversionhttps://www.tandfonline.com/doi/full/10.1080/23736992.2025.2608239#abstract
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectControl Portugal
dc.subjectNetwork semantic analysis
dc.subjectOnline reaction
dc.subjectControversial post
dc.subjectSocial responsibility of advertising
dc.titleThe worst is when you peel it and see that there is a worm: a network semantic analysis of online reactions following Control Portugal’s controversial instagram posteng
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage18
oaire.citation.startPage1
oaire.citation.titleJournal of Media Ethics
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85

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