Abstract
The study explores creative political and pathological forms of interaction on highly multimodal social media platforms, through an in-depth observational approach rooted in netnography. By employing qualitative research methods, the analysis examines how user-generated content fosters both innovative digital engagement and socially problematic behaviors. The netnographic approach that combines outputs from the study of creative political discourse and pathological perspective, presents common categorization of digital interaction reinforcing factors.The study highlights the blurred boundaries between entertainment, performativity, and deviant online practices, considering the role of algorithmic amplification and audience participation in shaping social norms. The findings contribute to a deeper understanding of the platform’s interactive culture, emphasizing the dual nature of digital creativity—both as a space for social innovation and a potential medium for reinforcing harmful behavioral patterns. The paper proposes a clear view on how to examine digital discourses exposed on most popular SM platforms, including TikTok, following universal categories discovered during two independent netnographic studies.
Presenters
Karina Czepiec VeltzéAssistant, Institute of Journalism, Media and Social Communication, Jagiellonian University, Malopolskie, Poland Wojciech Kułaga
PhD Candidate, Jagiellonian University, Poland
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Qualitative research, Netnography, Interpretitive approach, Social media studies
