LIACOM researcher Hadassa Oliveira is one of the authors of the scientific article “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”, recently published in the Journal of Media Ethics, co-authored with Rui Bruno Santos and Bruno Frutuoso Costa.

Based on the analysis of 9,384 comments, the study examines public reactions to an Instagram post by the brand Control Portugal, which was removed a few hours after being perceived as transphobic by followers. The findings highlight the importance of ethical communication management, particularly in highly participatory digital environments.

Access the article here.