Oldal 117 [117]
OCR
116 | Digital Media and Storytelling in Higher Education strategies (e.g., relying on support from family and friends or reaching out to authorities) suggested by youth workers and peers. Users also shared their anxieties and offered emotional support to each other. In contrast, another study by Abidin (2019) identified patterns of abusive behavior on social media through examined comments on posts from six Singaporean influencers over three years, with a focus on the presence of hate speech and aggressive, harassing posts. In the narratological analysis of Web 2.0 content, the researcher has to consider the post together with its comments as a narrative. The comments on the autobiographical narratives of vulnerable victims (e.g., #metoo posts) posted on social media or content-sharing portals present a mixed picture. Asynchronous interaction and facelessness unlock users’ inhibitions. In these narratives, the narrator is the protagonist who enters into dialogue with familiar or unfamiliar characters. The antagonist in the narrative is the perpetrator, and the context of the story is clear in the post. The point of view of both the narrator and the users commenting is usually first person. Additional analysis criteria could include the number of likes and the types of emoticons that a post has received. The researcher can also use media discourse analysis to examine the appearance of news on social media. The evaluation criteria for such content can be: (1) layout and structural organization; (2) objects; (3) actors; (4) language, grammar, and rhetoric; (5) discursive strategies (e.g., manipulation techniques through highlighting and framing; how characters are presented; political coloring; legitimization techniques); and (6) ideological standpoints. In particular, the study of representations of poverty, crime, minority groups, and migration is made more complete when considering these aspects (Horbacauskiene, 2021). Dornyei and Mitev (2015) argue that the primary goal of netnography is to better understand the behavior and decision-making mechanisms of online consumer groups. New applications which allow for user interactivity have fundamentally democratized marketing communication, as consumers can directly rate the real characteristics of a product or service on social media or on social platforms. Online rating platforms allow users to give feedback on services using a five-point scale, usually marked with stars, and to give their opinion in narrative which can even be illustrated by photographs. Such data can be accessed by the researcher without direct intervention. Direct feedback pushes companies to incorporate new aspects into their quality assurance systems, but also leads to higher quality services and products as consumers interact with each other. To analyze consumer behavior, which is sometimes democratic, sometimes intentionally biased, a netnographic approach from the field of cultural anthropology was utilized by Csordas and Markos-Kujbus (2018). In the research, textual and visual content analysis was used to examine user evaluations of a tourist destination. By analyzing consumer narratives, the researchers were able to uncover both
