Social Media

The last day of the excellent AoIR 2025 conference in Rio de Janeiro starts with our panel on climate change communication in Australia and Brazil – two countries which have quite a few similarities in this context: they’re both highly exposed to extreme weather events, have stressed environments in the Amazon and Great Barrier Reef, and and are major fossil fuel exporters. We start with my excellent colleague Tariq Choucair, whose focus is on the discussion of extreme climate events in social media environments.

Extreme weather experiences affect and are affected by individual perceptions and attitudes towards climate change. Individuals …

The next speaker in this session at the AoIR 2025 conference is the great Bruna Paroni, whose focus is on visual political communication on Instagram during Brazil’s 2024 local elections. These took place two years after the deeply polarising presidential elections, and the subsequent Bolsonarist coup attempt; the focus of the present study is especially on how these elections unfolded in São Paulo with its population of nine million registered voters.

In preparation, the Brazilian Electoral Court had made arrangements with several major platform providers to safeguard the elections, and indeed this led one mayoral candidate to be suspended several …

The next speaker in this session at the AoIR 2025 conference is Camilla Tavares, whose focus is on the posts of Brazilian congresswomen who spoke out on Instagram about a proposed constitutional amendment that sought to prohibit legal abortion. Brazil has historically had a high level of gender inequality in parliamentary representation; even though it elected a record number of female representatives in the past election, still only 91 of 513 representatives in the federal parliament are female, and a substantial number of them hold highly conservative positions.

A proposed constitutional amendment in 2024 sought to establish a right to …

The second presenter in this session at the AoIR 2025 conference is Felipe Soares, whose focus is on the Bolsonarist coup attempt in Brazil on 8 January 2022. This occurred after Bolsonaro’s close election loss in November 2022, which Bolsonaro disputed and which led his supporters to call for military intervention. By now, Bolsonaro has been sentenced to 27 years in prison for this coup attempt.

These events can be seen as a clear sign of deep-set destructive polarisation in Brazil: there is a breakdown of communication between the sides, an emotional exclusion of others, and a dismissal of information …

The final session today at the AoIR 2025 conference starts with my excellent QUT colleague Tariq Choucair, who begins by introducing the challenge of assessing polarisation: there are many different definitions of polarisation, which require different measures of assessment. Most current methods fail to sufficiently distinguish between these types of polarisation.

Tariq is therefore proposing a new approach to assessing polarisation, which he has applied to the study of national electoral contests in Australia, Brazil, Denmark, and Peru. The focus here is to identify polarising rhetoric, including campaign attacks, and polarisation in broader public debates.

The method focusses especially on …

The final speaker in this session at the AoIR 2025 conference is Jaime Lee Kirtz, who begins by focussing on the concept of craft; this can been used as a metaphor in understanding computational media, too, where software is crafted. Craft is also often a form of resistance, as with the crafting of pussy hats in the later 2010s, for instance.

This project examines platforms such as Etsy, Ravelry, and Folksy where crafts can be shared and commercialised; they are amongst the larger such sites in the Global North. Such sites have also been used for the circulation of information …

In the next session at the AoIR 2025 conference I was part of an excellent roundtable on data access organised by Fabio Giglietto and featuring Jessica Yarin Robinson, Josephine Lukito, Richard Rogers, and me, which of course I didn’t blog; for the first post-lunch session I’m in a session on strategies and tactics that starts with Leandro Augusto Borges Lima. His focus is on the Mexican band The Warning, which consists of three sisters from Monterrey; through playing the video game Rock Band they became interested in rock’n’roll and went viral when they posted a Metallica cover on YouTube in …

The final speaker in this session at the AoIR 2025 conference is David Craig, whose focus is on Thai creator culture. Creator culture is now a worldwide phenomenon; these creators exist across multiple platforms within a complex transnational cultural industry and media ecology, but this still also has many diverse national and local forms.

Creators exist at the nexus between platforms, content, management, and community; this is inflected by the specific contexts of national imaginations, technonationalisms, and digital nationalism that configure differently in each country. There is also a kind of platform nationalism as national governments, media, tech, and users …

The final speaker in this session at the AoIR 2025 conference is my QUT colleague Sebastian Svegaard, shifting our focus to Taylor Swift fandom on Reddit. The first Swiftie subreddit was created in 2010, but such fandom has evolved and diversified considerably over the years; several new subreddits emerged especially in 2023 in response to Swift’s romance with NFL star Travis Kelce. The present paper examines this for a period from September 2023 to October 2024.

/r/TaylorSwift remains the largest of these subreddits, but the anti-fandom subreddit /r/travisandtaylor was particularly active as the romance intensified in mid-2024. A smaller group …

The next speaker in this session at the AoIR 2025 conference is my QUT colleague Vish Padinjaredath Suresh, whose focus is on the manosphere on Reddit, with a particular focus on the gamergate controversy. This phenomenon has in part been studied from the perspective of radicalisation, but this is problematic: the focus of radicalisation studies is often driven by an anti-terrorism law enforcement agenda and centres the state and its institutions while othering religious and ethnic groups, rather than emphasising human experience.

A different way of approaching radicalisation is via counterpublics theory: such counterpublics are often defined in relation to …