Cross-platform hatedom: Influencers’ strategies for managing affective aversion

Arantxa Vizcaíno-Verdú; Paloma Contreras-Pulido

doi:10.7764/cdi.60.85872

Autores/as

Arantxa Vizcaíno-Verdú Universidad Internacional de la Rioja (España) https://orcid.org/0000-0001-9399-2077
Paloma Contreras-Pulido Universidad Internacional de la Rioja (España) https://orcid.org/0000-0002-6206-7820

DOI:

https://doi.org/10.7764/cdi.60.85872

Palabras clave:

fandom, discurso de odio, plataforma, redes sociales, toxicidad, seguidores, comunidad online

Resumen

Amidst the rise of toxic behavior in online fan communities, this study examines the construction of cross-platform hatedom through social media and the strategies influencers use to navigate hostile digital environments. Using a mixed methods approach, this study analyzes 16,215 comments directed at six influencers using advanced natural language processing techniques and pre-trained AI models. In addition, structured qualitative interviews provided insights into the influencers’ perceptions of their interactions with fans and haters and shed light on their strategies for dealing with hatedom. The results show that hatedoms, characterized by strong affective dislike, vary significantly in their levels of toxicity and emotional polarization on different platforms, including YouTube, X, Facebook, Instagram, TikTok and Twitch. Influencers employ various coping mechanisms, such as ignoring negative interactions, blocking malicious users, and using sarcasm as a defense mechanism. They also emphasize the importance of mental health and often limit their personal engagement to protect their wellbeing. This study highlights the need for a comprehensive, multi-faceted approach to understanding hatedom that combines insights into the polarization of the digital community with the implementation of advanced technological moderation. By prioritizing the mental health and resilience of influencers, it is possible to foster a healthier digital environment amidst the ever-evolving dynamics of fan behavior on social media.

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Biografía del autor/a

Arantxa Vizcaíno-Verdú, Universidad Internacional de la Rioja (España)

Arantxa Vizcaíno-Verdú, profesora contratada doctora en la Universidad Internacional de La Rioja, España. Obtuvo su doctorado en Comunicación en la Universidad de Huelva. Actualmente es parte de diversos grupos y redes de investigación en España y Australia, en los que analiza la cultura popular en redes sociales. Especializada en alfabetización mediática e informacional, su investigación se centra en el contenido generado por usuarios en Internet, el fandom y las narrativas transmedia desde las perspectivas de la comunicación, publicidad, educación y humanidades digitales.

Paloma Contreras-Pulido, Universidad Internacional de la Rioja (España)

Paloma Contreras-Pulido, periodista, educadora social y doctora en Educación por la Universidad de Huelva. Es profesora titular en la Universidad Internacional de La Rioja, especializada en tecnologías aplicadas a la educación y didáctica, y profesora invitada en másteres sobre comunicación audiovisual y producción televisiva. Actualmente supervisa tesis doctorales sobre medios, tecnología, educación e inclusión social. Es miembro de la Red Alfamed e investigadora del Grupo COYSODI (UNIR), contribuyendo al estudio de la alfabetización mediática y la inclusión social.

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