����vlog

San Diego Mosque Shooters’ Manifesto Includes 38 References to Mass Shooters and 11 References to the “Great Replacement” Conspiracy

Researchers from ����vlog’s Joetta Di Bella and Fred C. Sautter III Center for Strategic��Communication in the College of Communication and Media (CCOM) and the��Department of Justice Studies��conducted an initial review of the manifesto posted by the shooters who attacked the Islamic Center of��San Diego on May 18, 2026. Findings were consistent with their previously published research on the��manifesto of Buffalo supermarket shooter Payton Gendron from 2022.

Notable insights into the San Diego shooters’ manifesto include:

-38 references to mass shooters who also posted manifestos; Payton Gendron and Brenton

-Tarrant were noted as “the biggest catalyst towards my radicalization.”

-The “Great Replacement” conspiracy was mentioned 11 times in the document.

-The San Diego Mosque shooters’ manifesto mimics the form and content of previous��extremist attackers’ manifestos; particularly Gendron’s text.

-Content from spaces such as 4chan, 8kun, and fringe extremist sites are integrated,��repurposed, and plagiarized throughout the document (consistent with other recent extremist��manifestos).

“Our previous research has shown extremist manifestos are derivative documents, with the Gendron��manifesto plagiarizing more than 80% of its content,” said��Dr. Daniela Peterka-Benton, Professor of��Justice Studies at ����vlog. “Material from extremist sites and platforms can be the��pieces that make up such rationales for attacks,” she added.

“The extensive references made to the manifestos of other mass shooters is concerning,” said��Dr. Bond Benton, Professor of Strategic Communication at ����vlog. “Such repetition shows that these��documents inspire imitation and are created to place the attacker within a lineage of violent actors they��look up to.”

Peterka-Benton and Benton’s published research on radicalization to violence in the online space can be��found��.��

 

Study confirms Orbán content dominated X, but was 420% inconsistent with vote totals; platform appears to amplify specific content irrespective of voter behavior

April 15, 2026- This follow-up study from ����vlog researchers in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media shows (again) that the volume of political posts on X (formerly Twitter) may not reflect actual voter behavior.�� The gap between post volume about candidates and real election votes was 420.7% in the analyzed case of the April 12, 2026, election in Hungary.�� This reflects an even greater gap than the Center’s previous study of the New Jersey gubernatorial election where X posts favored the losing candidate by a margin of nearly 40%.

Highlights from the study include:

• Orbán netted 4,155,106 posts on X, while there were only 798,038 posts about Magyar in the month leading up to the election.
• Sentiment showed that there was no significant difference in negative posts about either candidate on the X platform.
• Despite Orbán’s greater visibility and comparable sentiment, Magyar’s party won by a margin of 16.64 percent.
• The gap between post volume about candidates and real election votes was 420.7 percent.

“As we saw in our analysis of the New Jersey election, the data suggests that social media users should be cautious about assuming what they see online represents the feelings and actions of people in the real world, especially on the X platform,” said a study author Dr. Bond Benton, Professor of Communication at ����vlog.

The full study, which can be found here, was conducted by Dr. Bond Benton, Dr. Yi Luo, and Dr. Jin-A Choi from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication.

 

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The College of Communication and Media (CCOM) offers a range of dynamic programs to a talented and diverse student population of over 2,000. Offering degrees in advertising, animation and visual effects, communication and media studies, film and television, journalism and digital media, social media and public relations, sports communication and an online, asynchronous MA devoted to strategic communication and media, the College prepares the next generation of communication and media practitioners and leaders. Founded in 2012 and housed in world-class, state-of-the-art facilities just 12 miles from New York City, the College is the only program in the country that offers the following opportunities for students: a radio station (WMSC), newspaper (The Montclarion), strategic communications agency (Hawk Communications), sports network (Red Hawk Sports Network) streaming platform (Hawk+), digital newsroom (News Lab) and studio, and a social media listening center (Joetta DiBella and Fred C. Sautter III Center for Strategic Communication). The College also has a Student Success team, including dedicated Career Services and Advising professionals who prepare students for the internship and job search process. Student projects and programs have recently received national recognition from PRSSA’s Bateman Competition, an Edward R. Murrow Award, several Marconi Award nominations, and College Television Awards (“Student Emmy” awards) from the Academy of Television Arts & Sciences. The College is also home to the Center for Cooperative Media, which serves the public by working to grow and strengthen local journalism and media. Through $7.1M in grants awarded over the last five years, the Center focuses on collaboration in journalism, media equity, media coaching and training, civic science and research. The Center is also home to the NJ Civic Information Consortium, the largest funder of media and journalism in�� New Jersey, granting more than $10M over the last five years to support independent local media, journalism and training initiatives.

Media Contact: Keith Green, School of Communication and Media, 973-655-3701 or greenk@montclair.edu

 

Bad��Bunny Dominates Buzz Metrics With 892.8% More Mentions and 3× the Search Interest vs. Kid Rock

A study by ����vlog faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media analyzed social media reactions to the NFL’s 2026 Super Bowl halftime show featuring Bad Bunny and featuring Kid Rock. The findings indicate significantly higher online interest in Bad Bunny’s performance.

Highlights from the study include:

• 892.8% more posts on X about Bad Bunny’s halftime show performance

• 963.6% more posts about Bad Bunny throughout Super Bowl Sunday

• Three times the search interest for “Bad Bunny” compared with “Kid Rock”

• Thematic analysis showing appreciation for Bad Bunny’s celebration of inclusion, love and diversity

The results also revealed a strong emphasis on negativity in the online space, with each performance generating 2.5 times more negative posts than positive ones.

“The Super Bowl halftime show has historically been a platform for both entertainment and political expression, and this year was no exception,” said Dr. Jin-A Choi, Associate Professor at ����vlog and director of data analytics for the Center for Strategic Communication. “With many viewers choosing sides based on their political beliefs, the contrasting reactions to both halftime shows underscore the ongoing debate about identity and representation in American culture.”

“While some have suggested that Bad Bunny’s Spanish-language performance might alienate viewers and drive them to alternatives, indications from the online space suggest this wasn’t the case at all,” said Dr. Bond Benton, Professor of Communication at ����vlog.

“The Super Bowl halftime show has become a site of cultural negotiation, and our findings show audiences engaging far more with inclusive, multicultural performances than reactionary ones,” said Dr. Yi Luo, Associate Professor in the College of Communication and Media at ����vlog.

The full study, available here, was conducted by Choi, Luo and Benton.

Media Contact: Keith Green, greenk@montclair.edu, 973-655-3701

Beyond Turnout: What Gen Z’s Social Media Reactions Reveal About the 2025 New Jersey’s Gubernatorial and NYC’s Mayoral Elections

This study explores Gen Z’s social media reactions to two pivotal elections held on Nov. 4, the New Jersey gubernatorial election and the New York City mayoral election. Enthusiastic reactions from young voters suggest a resurgence of Democratic party momentum after the party’s setback in the 2024 presidential election. Gen Z’s political engagement was not passive but highly emotionally charged and expressive in how candidates framed economic and social issues.

Highlights��from the study include:

• Positive emotions such as joy, hope, and optimism over Democratic victories for the NJ and NYC election results dominated the emotions expressed by Gen Z.
  
• Social justice issues including LGBTQ+ rights, reproductive rights, representation, and economic concerns emerged as salient issues cared about by voters.
  
• Progressive narratives centered on issues of affordability and social justice from Zohran Mamdani’s campaign activated strong cognitive engagement including debates, policy interpretations and evaluation, as well as identity expression.
  
• Comparatively, Mikie Sherrill’s campaign messaging that emphasized a pragmatic and competency focus garnered widespread message amplification, which invited endorsement and trust but was less likely to engage Gen Z in deep debates.
  
• Candidates who articulated clear actionable solutions, structural explanations, and moral stakes elicited deeper discursive participation from Gen Z than passive endorsement such as resharing or liking content.
  
• Gen Z appears to be inherently progressive in political views, and their online behaviors signaled varied levels of cognitive engagement with political campaign messages.
  
• The decline of Gen Z’s support, particularly among male voters, for the Democratic Party observed in the 2024 presidential election may reveal their frustration with messaging instead of ideological realignment.

The study was conducted by faculty members Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Benton, and released from the College of Communication and Media’s��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication. This Center provides social media analytics tools and training for faculty and students for classroom learning and research projects.

“Gen Z’s enthusiastic reactions on social media to the key election races in 2025 suggest that younger voters’ responsiveness to political candidates is strongest when candidates address social justice and economic maladies through value-driven communication with concrete policy recommendations,” said��Dr. Yi Luo,��Associate Professor in the College of Communication and Media.

“With Gen Z contributing to approximately 20% of the American voting population, engaging and mobilizing Gen Z is crucial for all elections moving forward,” said��Dr. Jin-A Choi,��Director of Data Analytics for the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and Associate Professor of Advertising.

“The connection between social media activity and voter behavior appears to be especially pronounced among Gen Z voters.” said��Dr. Bond Benton, professor in the College of Communication and Media.

The full study, which can be found��here.

Book bans are increasing, but online activity about book bans has sharply declined

Social media users expressed negativity and fear during “Banned Books Week 2025,” yet there has been a significant decrease in online activity about book bans over the last two years.

A study from ����vlog faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media and the Department of English examined online sentiment and activity related to book bans from 2023 to 2025.�� This project was intended to examine social media discourse in relation to the American Library Association’s annual “Banned Books Week” event, which this year took place on Oct. 5-11.

Highlights from the study include:

• 50% reduction in search activity about banned books from 2023 to 2025
• 55% of posts about book banning expressed negative emotion (e.g., fear, disgust, anger, and sadness)
• Concerns about censorship, LGBTQ+ rights, and government overreach were major themes in the 70,000 social media posts studied from X, Reddit, Tumblr, Bluesky, YouTube, Instagram, and Facebook from 38,000 unique authors
• 10,046 bans, encompassing 4,231 unique titles across 29 states and 220 districts (PEN America) contributed to these social media reactions

“Censorship doesn’t just limit what children can read—it directly affects the people who write those books and depend on sharing their work,” said Dr. Laura Nicosia, Interim Director of the Interdisciplinary School for Social Transformation and Professor of English at ����vlog.

“The sentiment on social media surrounding 2025 Banned Books Week is five times more negative than positive” said Dr. Jin-A Choi, who is the Director of Data Analytics for the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and an Associate Professor of Advertising.

“The rise in book bans has sparked a movement among advocates to stand against censorship, emphasizing the importance of diverse voices in literature,” said Dr. Yi Luo, Associate Professor of Communication at ����vlog.

“It’s clear there is much concern about book banning, but the reduced activity over the last two years deserves greater scrutiny from researchers and free speech advocates,” said Dr. Bond Benton, Professor of Communication at ����vlog.

The full study, which can be found here, was conducted by Dr. Jin-A Choi, Dr. Yi Luo, Dr. Bond Benton and and Dr. Laura Nicosia.

Interest in “Pumpkin Spice” simmers down in 2025, Montclair social media analysis finds

*Social media posts reflect fatigue about pumpkin spice, concerns about price increases, and a growing mockery/memes*

MONTCLAIR, N.J.– A team of faculty from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication��in the College of Communication and Media at ����vlog today released a new study examining 2025 conversations, trends and sentiment on social media about pumpkin spice. While the ubiquitous fall flavoring continues to generate online activity, results suggest declining interest, concerns about price increases, and a growing preference for mocking (rather than celebrating) pumpkin spice products.

Highlights from the study from the School’s Center for Strategic Communication include:

• 15% fewer searches for pumpkin spice content online.��The declining search activity represents the lowest level of interest since the COVID pandemic.
• 14% more online negative about prices for pumpkin spice products.��57% percent of posts discussing 2025 pumpkin spice product pricing indicates negativity related to cost increases. This is connected with broader concerns about inflation and the effects of tariffs that have increased the prices on pumpkin spice ingredients.
• Negative social media posts eclipse positive social media posts about pumpkin spice.��Sentiment analysis on social media posts related to pumpkin indicate that negative sentiment has outpaced positive sentiment for the year.�� This is in conjunction with a significant increase in posts mocking the trend and posts turning “PSL season” into a memetic event.
• 70,000 fewer social media posts were made about pumpkin spice in comparison to 2024.��The combination of negative sentiment on a variety of pumpkin spice related themes may have contributed to a reduction in online interest and activity.
• Emotional evaluation of social media posts about pumpkin spice further reflected this negativity and disinterest. Disgust (41%) was the prevailing emotion in the posts studied but closely followed by still loyal PSL enthusiasts who showed pure joy (36%). Still, the negative emotions such as sadness (10%), fear (7%), and anger (6%) contributed to 64% of negative emotions in the collection of PSL related data.
• The study was released prior to National Pumpkin Spice Day on Wednesday. Oct. 1. The full study is��here.

The study was conducted by faculty Dr. Jin-A Choi, Dr. Yi Luo and Dr. Bond Benton. It is the 30th��study released from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

“Our study indicates that rising prices, fatigue and continued consumer health concerns have led to the decline of pumpkin spice,” said Dr. Choi, who is the Director of Data Analytics for the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and an Associate Professor of Advertising. “The volume of conversations on social media about pumpkin spice this year has fallen nearly 70k from the previous year.”

“There were discussions of price concerns that produced negativity in the current economic context,” said Dr. Luo, who is an Associate Professor in the College of Communication and Media.�� “Like many consumer goods, such sentiment can have an effect on how products are perceived,” she added.

“There was probably a lot of excitement about consuming products with public engagement after the pandemic,” added Dr. Bond Benton, who is a Professor of Communication.�� “That may have waned and what was once celebrated may now be seen as overdoing it on an item like pumpkin spice.”

This study conducted by Dr. Jin-A Choi, Dr. Yi Luo, and Dr. Bond Benton is a follow up to the 2024, 2023, and 2022 reports from the Center for Strategic Communication on the same topic that garnered national attention.

Social Media Study: Swift-Kelce Engagement Dramatically Boosts Engagement for Brands

The Power Couple’s Engagement created a 96% increase in NFL discussion and a 63% boost for Ralph Lauren, while 82% of social media posts expressed “joy” about the couple tying the knot

What has been the social media reaction to the Kelce/Swift engagement announcement and who were the big winners as the celebrity power couple prepares to tie the knot?

Based on a research study released today by a team of faculty from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication��in the College of Communication and Media at ����vlog, data collected suggests overwhelming interest, positivity, and potential benefits to major brands, such as the National Football League and Ralph Lauren.

The study, authored by��Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Bento,��identified the following significant results:

• A 96% increase in brand references for the NFL and Kansas City Chiefs on social media (mere days before the season’s start).
• Analysis suggests 82% of social media posts about the couple’s engagement expressed “joy,” a striking 13,265% increase in joy related posts from the previous period analyzed.
• 10 million Instagram likes and 153K social media discussions generated (a stunning 7,222% increase) in the hour after the engagement announcement.
• Massive interest increases surrounding the announcement, including 992K views for a post from the city of Cleveland.
• Immediately after the engagement news, Swift’s chic Ralph Lauren striped dress that features a flattering silhouette was sold out within minutes of the announcement and social mentions of Ralph Lauren spiked 63% over the previous day.

“This engagement has become a cultural milestone affecting social media content in a variety of ways,” Dr. Yi Luo said.

“The endorsement power of celebrities is exemplified once again by Swift and Kelce. Their impact on brands is expected to skyrocket as their engagement is highlighted this week, ” said Dr. Jin-A Choi.

“In a divided socio-political context, the ability for people to connect with one another about a celebrity event such as this likely offers an escape from more challenging themes,” added Dr. Bond Benton.

The full study, which can be found��here, is from Center for Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects. It is the 29th study from the Center’s faculty and student researchers.

Online QAnon related voices are making 64% fewer posts about human trafficking

MONTCLAIR, N.J.- July 24, 2025-A joint social media study from ����vlog faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media and the Global Center on Human Trafficking shows a 64% decrease in the total number of posts about human trafficking made by prominent QAnon affiliated/adjacent accounts when compared to the highpoint of such posts in 2023.

Highlights from the study produced by the Center for Strategic Communication and the Global Center on Human Trafficking include:

• A 64% decrease in human trafficking posts from significant QAnon related accounts from 1/1/2025 to 7/20/2025 when compared to the same period in 2023 (the highest volume year of trafficking posts among online conservative voices)
• A 79% reduction in the total volume of human trafficking posts in the studied accounts between 2023 and 2025
• No posts from the QAnon related accounts studied reacted to proposed cuts to the State Department’s Office to Monitor and Combat Trafficking in Persons (despite such content generating 29.5M potential views from other online sources)
• A greater than 50% reduction in views of human trafficking posts for 2025 from all studied QAnon affiliated/adjacent accounts, indicating potential diminished interest from their respective audiences

“The very real problem of human trafficking was never seriously considered in accounts that regularly pushed absurd conspiracies about the topic; that they have no interest in ongoing, legitimate engagement with the issue is unsurprising,” said Dr. Daniela Peterka-Benton, Director of the Global Center on Human Trafficking and an Associate Professor of Justice Studies at ����vlog.

“There are a range of possible causes for the diminished interest in human trafficking including growing public awareness about trafficking misinformation and concerns about trafficking discourse potentially having a negative effect on public figures,” said Dr. Bond Benton, Associate Professor of Public Relations in the College of Communication and Media at ����vlog.�� “What hasn’t changed, however, is that real advocacy for trafficking prevention and survivor support remains desperately needed,” he added.

The full study, which can be found here, was conducted by Dr. Bond Benton from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and by Dr. Daniela Peterka-Benton, Director of the Global Center on Human Trafficking.

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About the College of Communication and Media: The College of Communication and Media (CCOM) offers a range of dynamic programs to a talented and diverse student population of over 2,000. Offering degrees in advertising, animation and visual effects, communication and media studies, film and television, journalism and digital media, social media and public relations, sports communication and an online, asynchronous MA devoted to strategic communication and media, the College prepares the next generation of communication and media practitioners and leaders. Housed in world-class, state-of-the-art facilities just 12 miles from New York City, the College is the only program in the country that offers the following opportunities for students: a radio station (WMSC), newspaper (The Montclarion), strategic communications agency (Hawk Communications), sports network (Red Hawk Sports Network) streaming platform (Hawk+), digital newsroom (News Lab) and studio, and a social media listening center (Joetta DiBella and Fred C. Sautter III Center for Strategic Communication). The College also has a Career Services team dedicated to preparing students for the internship and job search process. Student projects and programs have recently received national recognition from PRSSA’s Bateman Competition, an Edward R Murrow Award, several Marconi Award nominations, and College Television Awards (“Student Emmy” awards) from the Academy of Television Arts & Sciences. The College is also home to the Center for Cooperative Media, which serves the public by working to grow and strengthen local journalism and media. Through $7.1M in grants awarded over the last five years, the Center focuses on collaboration in journalism, media equity, media coaching and training, civic science and research. The Center is also home to the NJ Civic Information Consortium, the largest funder of media and journalism in�� New Jersey, granting more than $10M over the last five years to support independent local media, journalism and training initiatives.

About the Global Center on Human Trafficking: The Global Center on Human Trafficking is a multi-disciplinary effort focused on developing innovative solutions to the global problem of human trafficking. ����vlog, one of the most diverse higher education institutions in the United States, has a history of supporting social justice and human rights issues affecting communities across the world. What began as a university initiative spearheaded by a group of committed leaders, faculty and staff, has grown into a global center working hand in hand with survivors around the world to transform the response to human trafficking. It is dedicated to mobilizing collective action to develop novel solutions to the complex problems of human trafficking so that all people may live free from human trafficking.

Pride Month support can generate 320% more positive social media posts for companies; dropping support can increase online negativity by 165%, Montclair study finds

A study from ����vlog faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media showed the ongoing commitment to Pride Month by Universal Studios has been received positively online. In contrast, Target’s rolling back of support for Pride Month and diversity/inclusion elicited negative reactions in social media.

Highlights from the study include:

• 320% more positive emotional sentiment in posts about Universal’s #loveisuniversal campaign.
• 85% of posts advocating #BoycottTarget expressed negative emotions towards the company. These included anger, disgust, fear, and sadness.
• Comparison showed #BoycottTarget posts contained 165% more negative emotions in relation to the company, as opposed to the “63% Joy” #loveisuniversal elicited.
• 105,000 posts mentioning #loveisuniversal or #BoycottTarget were evaluated for this study. Google Trends analysis reflects spikes in activity towards both hashtags around Pride Month.
• The study found more posts and engagement expressing negativity about Target stepping back than Universal’s ongoing support.

The full study, which can be found here, is the 27th from Center of Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

Why is Gen Z More Anxious Than Ever? Montclair Study Turns to Social Chats for Answers

As social media has evolved into a prominent part of Gen Z’s social interaction, a new study from a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog examined the state of mental health of Gen Z through their engagements about anxiety on the X platform.

• Specifically, the overwhelming presence of fear (83%) illustrates that anxiety is an emotionally draining experience for many Gen Z users. The use of emotionally charged language to publicly share their struggles with anxiety reflect increasing self-awareness and a cultural shift toward normalizing mental health conversations. The intensity of such negative feeling, unfortunately, also imply that self-stigma against mental health issues remains strong.
• As digital natives, the study also found that Gen Z seemed comfortable disclosing their feelings of anxiety and depression on social media. These discussions often included their worries about schoolwork, test performance, personal relationships, and health concerns such as remaining fears of COVID. The discussions extend beyond those still in school, and many young professionals also took to X to share their fears related to job performance, job security, and their foreboding of workplace dynamics. They expressed how anxiety affects them psychologically and physically. Some of the conditions mentioned in the social chats are debilitating such as dizziness, rapid breathing, and lightheadedness.
• Notably, alongside the social trivialization of anxiety and mental health, there is a troubling rise in the use of r-slurs related to mental health in the social media space. After a prominent online voice (Elon Musk) used this slur in a post, Benton and Peterka-Benton (2025) found a doubling of content using the r-word on X, with a 207.5% increase. While some posting about such slurs on the platform may be critical of the terms, the widespread prevalence still serves a normalizing function.
• Many young adults felt overwhelmed by their financial situations with surging interest rates and inflation. Understanding financial principles and learning to manage budget within their means were referenced from social media chats as useful tools to enhance financial wellbeing. Gaining control over finances can potentially mitigate anxiety, thus contributing to one’s overall mental health.

The full study, which can be found here, is the 26th��from Center of Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

Chiefs Fatigue and “Rigged” Conspiracies, Not Taylor Swift, Dominate Super Bowl Chatter

Outside of loyal Kansas City Chiefs and Taylor Swift fans, study released Feb. 5 2025 suggests football and pop music followers are growing tired of the team’s run at a historic Super Bowl “three-peat” and the ubiquity of the world’s biggest pop star on the NFL stage.

A team of faculty from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog collected data from 92,000 unique social media users starting the day after the Chiefs and Philadelphia Eagles advanced to the Super Bowl after winning their respective conference championship games.�� Using keyword combinations such as “Chiefs” AND “Super Bowl,” “Taylor Swift” AND “Super Bowl” and “Swift” AND “Super Bowl,” more than 821,000 posts from January 27 to February 2 were examined. The research team of Dr. Jin-A Choi, Dr. Bond Benton, Dr. Yi Luo and Ines Hwang found the following:

• There was 45% more negative sentiment than positive sentiment about the Chiefs.
• Nearly 80% of social media users expressed either frustration, anger or disgust in social media conversations around the Chiefs advancing to their third consecutive Super Bowl.
• Posts about Taylor Swift’s connection to the Super Bowl declined by 67% over last year’s event.
• A common conspiracy theme, mocked by NFL Commissioner Roger Goodell during Media Night on February 2, that referees continue to purposefully give Patrick Mahomes the benefit of the doubt on calls that benefit the star quarterback and his team. This opinion was reflected in the data, as a Google Trends Analysis revealed��147.8% more online activity about a “rigged game” than Swift. The NFL Referees Association even felt compelled to��.
• In contrast to the 2024 Super Bowl, team players generated��143% more online Super Bowl searches than Swift.

“This Super Bowl is met with fatigue as the public expressed a mixture of frustration, anger, disgust, and resentment at an astonishing 76% of all social media conversations surrounding Super Bowl LIX and the Chiefs” said Dr. Jin-A Choi, who is the Director of Data Analytics for the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and an Associate Professor of Advertising. “The ongoing debates and skepticism regarding officiating bias, perceived rigging, and the alleged controversial calls in favor of the Chiefs fuel fan discontent and conspiracy theories,” she said.

Despite the decline in conversations about Swift, Dr. Yi Luo said the pop star is still driving positive conversation around the game. “Love for Taylor Swift tends to dominate among social discussions with an impressive 72% joyful emotions expressed by social media users,” said. Dr. Luo who is an Associate Professor in the School of Communication and Media. “Such overwhelming positive emotion serves as a strong testament of Swift’s enduring popularity and her dedicated fan base.”

“This Super Bowl is a reminder that the event is equal parts celebration of the players and teams fans love, but also an opportunity to express animosity towards the teams and players fans do NOT love,” said Dr. Bond Benton, a Professor of Communication. “The energy that a celebrity connection to the game like Swift brings is noteworthy, but it should also be recognized as potentially fleeting,” he said.

The full study, which can be found��here, is the 25th from Center of Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

Use of the Slur “retard” Triples on X After Elon Musk Shares the Word in a Post

A joint study from ����vlog faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media and the Department of Justice Studies shows that Elon Musk dramatically increased content containing the slur “retard” on X after using the term in a post.

Highlights from the study include:

• A 207.5% increase in posts containing the r-word on X after Musk’s post using the slur on Jan. 6, 2025.
• 312,642 posts using the term r-word identified in the period studied.
• Google Trends Analysis showed a similar increase in online search activity related to the r-word.
• Indication of a broader increase in stigmatizing language online with limited structures to curtail such content.

“This is an example of how hate content been normalized and boosted in the online space,” said Dr. Daniela Peterka-Benton, an Associate Professor of Justice Studies at ����vlog who recently served as a guest editor for a special edition of The Journal of Human Trafficking focusing on the vulnerabilities of the disabled community.�� “The online space has always held potential dangers for marginalized communities, and it appears to be getting worse,” she added.

“The power of influential voices in the online space has never been greater and it is unfortunate that too many of those voices don’t consider the implications of their language,” said Dr. Bond Benton, Professor of Communication at ����vlog.

The full study, which can be found here, was conducted by Dr. Bond Benton from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and by Dr. Daniela Peterka-Benton, Dr. Daniela Peterka-Benton from the Department of Justice Studies.

Montclair Drone Study: Nearly Half of Social Media Users are Afraid of Drone Sightings

With a rash of nighttime drone sightings over New Jersey starting in late November and continuing through early December, a team of faculty from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released a study on Dec. 16, 2024 that revealed the number one emotion social media users have when discussing the phenomenon is fear.

Combing through more than 170,000 social media posts to gauge public sentiment, search volume and geo-targeted information about the drone activity, researchers found the following:

• Out of six emotions evaluated from the posts, fear was the dominant emotion at 45%, followed by disgust (28%), anger (15%), sadness (7%), joy (4%) and surprise (1%).
• Search activity for the word “drone” has increased by 1900% from the period before the first waive of mass drone sightings in New Jersey.
• Search activity for “drone” in New Jersey was greater than the combined activity of the other top five drone searching states, Pennsylvania, Delaware, New Hampshire and Maine.
• Between November 26 and December 13, online conversation surged to 170,000 mentions (with 93,000 unique discussions) across social media platforms, marking a 19,000% increase compared to the prior period, which saw just 878 posts. A dramatic spike in activity occurred on December 11, with discussions increasing nearly 800% from the previous day.

The full study,��which can be found here, was conducted by faculty Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Benton.

Negativity, Activism, Division, and Fatigue: Gen Z Social Media and the 2024 Election

A team of faculty from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released a new study on Dec. 5, 2025 examining young voters’ reactions toward the 2024 U.S. Presidential Election. Gen Z male voters demonstrated a clear shift toward the Republican party with 49% voting for Trump, compared to 48% young female voters for Harris. The study on young voters’ reactions on social media to the 2024 election revealed distinct gendered trends in voting priorities, media consumption patterns, and political engagement, as well as a surge in political consumerism, reflecting Gen Z’s evolving approach to political activism and advocacy.

Highlights from the study from the School’s Center for Strategic Communication include:

1. Gendered Voter Priorities:

• Female Gen Z voters overwhelmingly supported progressive issues such as reproductive rights, healthcare, gender equality, inclusiveness, and climate change.
• Male Gen Z voters prioritized economic concerns, including inflation, job security, the housing market, and border policies.
• Kamala Harris resonated strongly with young female voters due to her advocacy for women’s rights and civil liberties, but her male supporters displayed more mixed opinions. Many male voters praised her focus on social equity while voicing concerns about her policy clarity and leadership.

��2. A Notable Shift in Young Male Voters’ Support toward Donald Trump:

• Media Strategy: Trump effectively engaged young men through digital platforms such as YouTube, X, and popular podcasts, aligning himself with influential figures like Joe Rogan, Theo Von, Logan Paul, and others, which resonated with their media consumption habits.
• Bro Culture Appeal: Trump tapped into “bro culture” by associating with hyper-masculine media and personalities, positioning himself as a relatable figure for disaffected young men.

Economic Messaging: Trump’s focus on practical economic issues, such as job insecurity, inflation, and tax relief, spoke directly to young men’s immediate concerns. Meanwhile, Harris’s focus on women’s issues did not fully address their economic struggles.

3. Rise of Political Consumerism:

• Gen Z voters increasingly exercise political influence through consumer behavior, actively supporting (buycotting) or avoiding (boycotting) brands based on their political affiliations.
• Brands such as Target, Nordstrom, Ulta, Whole Foods, and Costco received significant praise for not donating to Donald Trump’s campaign. This trend underscores a shift in consumer expectations, where corporations are viewed as both economic entities and social actors.

Implications for Future Elections:

The findings highlight the necessity for political organizations and corporations to adapt to the values and behaviors of an increasingly active Gen Z demographic. Campaigns must focus on converting robust online advocacy into real-world voter turnout. Similarly, businesses must balance neutrality with the growing demand for corporate accountability and activism to remain relevant with younger consumers. As Gen Z continues to emerge as a decisive force in political and social arenas, strategies that address their priorities and leverage their energy will be essential in shaping America’s future.

The full study,��which can be found here, was conducted by faculty Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Benton. It is the 22nd study released from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

“The intersection of politics and popular culture—through appearances on high-profile podcasts, engagement with internet personalities, and messaging that resonates with young men’s lived experiences—became a central component of Trump’s campaign.” continued Dr. Yi Luo, who is an Associate Professor in the School of Communication and Media, “Trump’s campaign has successfully rebranded traditional masculine traits—physical strength, dominance, and confidence—through the lens of youth culture, making them relevant to a generation that prizes authenticity, directness, and defiance of norms.”

“Divisions in the political priorities of many different groups of Americans shaped this election and it’s not surprising to see this reflected in the social media of Gen Z,” said Dr. Benton, a Professor in Public Relations and researcher at the Center.

“It is evident that social media is changing how political messages are spread and understood today, i.e., this election campaign. Thus, it is expected that digital media focused strategies will take center focus in future political communication and campaigns.” said Dr. Choi, who is the Director of Data Analytics for the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and an Associate Professor of Advertising.

The Nightmare Before (Spirit) Christmas: Social Media Reacts to Spirit Halloween Stores Transitioning to Christmas in 2024

MONTCLAIR, N.J.– On Halloween Eve, researchers from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released a study examining how social media has reacted to one of the most meme-friendly brands in recent history, Spirit Halloween.

Since 1983, the popular retailer has utilized traditional mall space and failed commercial buildings to create temporary pop-up stores to sell Halloween costumes and decorations. In recent years, Spirit Halloween costumes appear as popular memes on social media, driving additional and awareness and engagement surrounding the brand.��

Google Trends and the Brandwatch platform were used to analyze more than 61,000 social media posts on X, Instagram and YouTube from October 1-October 28. Highlights include:

• This year, the volume of posts peaked on October 8, with almost 10,000 mentions coinciding with Spirit Halloween’s announcement of its new Spirit Christmas Stores. This led to a 100% increase in mentions of the brand during the studied time period.
• Search activity for Spirit Halloween is 40% lower than the brand’s high point in 2021 during the COVID-19 pandemic, but the brand still clearly leads Google searches surrounding Halloween costumes since October 2022.
• Since October 2022, Spirit Halloween searches have overtaken Party City as the preferred Halloween store by by more than 30%.
• In addition to opening a record number of Spirit Halloween locations in 2024, the announcement of the addition of new Christmas themed stores attracted much attention on social media. With only 10 stores to be launched primarily in the U.S. northeast region, discussion of anticipated seasonal décor as well as photos and meet-and-greets with Spirit Christmas’s very own Santa Clause filled social media conversations.
• Tongue and cheek, “Fear” was a dominant sentiment in the posts related to the brand, along with the more understandable “Joy” feeling related to the the Spirit Christmas transition.
• Spirit Halloween’s new collaborations with popular brands like Chipotle, Uber Eats, Warner Bros., and Anne and Cinnamon to create unique costume lines, such as BEETLEJUICE, Deadpool, and meme-inspired outfits, offering fans fun options to embody their favorite personalities during the festive season.��
• Social Media discussion also surged after the brand was mocked on Saturday Night Live’s season premiere on Sept. 28, with the brand humorously responding on “X” with a meme of its own brand poking fun at the long running show.

The study was conducted by faculty Dr. Jin-A Choi, Dr. Yi Luo and Dr. Bond Benton It is the 21st study released from the School’s Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

“Trending memes on social media continue to keep Spirit Halloween relevant this Halloween season” said Dr. Choi, Director of Data Analytics for the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and an Associate Professor of Advertising. “With its expansion to Spirit Christmas, the seasonal pop-up store will now also attempt to capture America’s most expensive and favorite holiday, Christmas.”

“Spirit Halloween’s innovative brand collaborations with popular brands such as Chipotle, provide a fresh take on Halloween attire, bringing a blend of fast food culture and spooky fun to costume enthusiasts,” said Dr. Luo, Associate Professor of Strategic Communication.

“Spirit remains a cultural touchstone for our country, yet its placement in terms of cultural relevance is clearly evolving,” said Dr. Bond Benton, Professor of Communication.

The full study is here.

Media Contact: Keith Green, greenk@montclair.edu or 973-655-3701

Pumpkin Spice is as Popular as Ever, 2024 Montclair Study Shows

*Despite fatigue and confusion over fall drinks releasing too early, social media is still crazy for Pumpkin Spice Latte season*

MONTCLAIR, N.J.– A team of faculty and students from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog today released a new study examining 2024 conversations, trends and sentiment on social media about pumpkin spice. With Starbuck releasing its popular Pumpkin Spice Latte (PSL) one week earlier than last year, consumers took to social media to discuss the polarizing flavor.

Highlights from the study from the School’s Center for Strategic Communication include:

• PSL is as popular and polarizing as ever. Combing through more than 209,000 social posts from August 22 to September 23, 2024 via the Brandwatch platform, the Montclair team discovered an 895% increase in social media conversations surrounding pumpkin spice from a similar period in 2023.
• Too early for fall drinks? There was heightened negative emotion (26%) vs. positive (17%) due to what appears to be confusion and fatigue. Compared to 2023, when Starbucks released its fall drinks on August 30, this year’s release (August 22) felt premature to many social media audiences.
• Team Apple vs Team Pumpkin. Apple emerged as a highly anticipated flavor for fall. Apple was frequently discussed as a preferred alternative fall item to pumpkin spice, especially “spiced apple,” “apple cinnamon,” “apple cider” and “apple cider donut.”
• A comparison of Google Trends for pumpkin spice vs. apple cider reveals that interest in apple cider has surpassed that of pumpkin spice since early September.
• ‘Pumpkin spice’ searches haven’t slowed. Still, a Google Trends Analysis of “pumpkin spice” over the past five years showed that the highest share of search frequency in history occurred in 2024 during the studied time period, reaching the 100-point mark. This is four points higher than the level of search interest for pumpkin spice in 2023.
• More searches for at-home PSL recipes. Amazon emerged as a new competitor in our data. The arrival of the Pumpkin Spice Latte at Starbucks has divided boycotters in the midst of the Israeli-Palestinian conflict. Many consumers flocked to Starbucks, while others turned to home recipes to mimic the Starbucks drink. Therefore “pumpkin spice syrup” was mentioned frequently in posts discussing where to buy the syrup (e.g. Amazon, Walmart, etc.).
• Other brands join the PSL craze. Krispy Kreme and Einstein Bros, brands not featured prominently in previous studies, also emerged to join the pumpkin spice social media trend in 2024.
• The study was released on National Pumpkin Spice Day on Tuesday. Oct. 1. The full study is here.

The study was conducted by faculty Dr. Jin-A Choi, Dr. Yi Luo and Dr. Bond Benton, with research and event planning assistance from Professor Keith Green and graduate students. It is the 20^th study released from the School’s Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

“There were 209k social conversations regarding ‘pumpkin spice’ in a span of a month from the first date of the Starbucks PSL release to the first day of fall (August 22 to September 23, 2024),” continued Dr. Choi, who is the Director of Data Analytics for the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and an Associate Professor of Advertising. “This is a staggering 895% increase from the 2023 volume, indicating an even bigger craze for everything pumpkin spice this year.”

“Notably, this year’s conversations highlighted a rising trend toward apple cider and healthier options for enjoying pumpkin spice-infused drinks and food,” said Dr. Luo, who is an Associate Professor in the School of Communication and Media.

This study is a follow up to the 2023 and 2022 reports��from the Center for Strategic Communication on the same topic that garnered national attention.

‘Rigged’ Presidential Debate Conspiracies Flooded Social Media Within Hours, Study Shows

A joint study from ����vlog faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media and the Justice Studies Department at Montclair State shows that conversation about a “rigged presidential debate” spiked dramatically after the presidential debate on September 10, 2024, fueled by a conspiracy theory that ABC News coached Vice President Harris on moderator questions.

Highlights from the full study which is found here, include:

• 194,044 posts supporting the conspiracy that ABC News coached Vice President Harris on moderator questions prior to the debate in under twelve hours on X
• 48,877,717 impressions generated by debate conspiracy content on the platform
• Support for the conspiracy voiced by key Trump influencers, including former New York Mayor and longtime Trump advisor Rudy Giuliani
• Search activity related to the false idea an ABC whistleblower would “reveal” the conspiracy was over 100X higher in the same period
• The themes, speed, and spread of this content are similar to the “Stop the Steal” messages that were instrumental in inciting the January 6 attack

“These results are chilling as they echo the posts that preceded the attack on the Capitol in 2021. It’s particularly concerning that public figures and major platforms are boosting this,” said Dr. Daniela Peterka-Benton, Associate Professor of Justice Studies at ����vlog.

“Particularly concerning is the speed at which the conspiracy spread and the high-level figures who quickly boosted; this suggests a turbulent period is coming with election results, as well,” said Dr. Bond Benton, Professor of Communication in the College of Communication and Media at ����vlog.

The full study was conducted by Dr. Bond Benton from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and by Dr. Daniela Peterka-Benton, Dr. Daniela Peterka-Benton, Department of Justice Studies.

Study: Coconut Tree Memes Lead to 1000% Increase in Positive Sentiment for Kamala Harris

The popular TikTok and X posts have had a major impact on Harris’ ability to reach Gen Z voters

A study released on July 29, 2024 by a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog shows that TikTok and X content that resonates with Gen Z voters, specifically memes surrounding coconuts and Mario Kart, is driving major interest in Kamala Harris and having a positive impact on her presidential campaign.

Researchers examined more than 265,000 social media conversations on various social media platforms (X, Facebook, Reddit, YouTube, Tumblr, blogs, etc.) over seven days, from July 18 to July 24, 2024. Highlights from the study include:

• 1818% increase of social media conversations pertaining to coconut tree memes

• 973% increase in positive sentiment around Harris-related memetic content

• 574 million TikTok views

• Double the amount of online content related to the infamous Mario Kart course “Coconut Mall”

• “Coconut Mall/Harris” studied mash-ups had a higher increase in view rate than even the recent “” remix trends

• This audience landscape on TikTok shows that embracing pop meme culture has enabled Harris to connect with traditionally difficult-to-reach younger demographics, a political audience relevant to Harris’ campaign.�� Specifically, Joe Biden’s candidacy in 2024 was failing to inspire significant enthusiasm from younger voters, with 62% having a negative opinion of Biden.

• Meme related content on TikTok over the studied timeframe reached over half (58%) of viewers under the age of 24.

From the full study about coconuts: “The reference to coconut trees originated from Harris’ speech in May 2023 to advocate opportunities for Hispanic Americans. During the speech, Harris stressed the importance of considering the context, such as the needs of students’ families, teachers, and communities by stating: ‘Everything is in context. My mother…would say to us, ‘I don’t know what’s wrong with you young people. You think you just fell out of a coconut tree?’”

The coconut theme was amplified by an edit by @ranvision_official that places Harris’ words over the theme song for the Mario Kart racecourse “Coconut Mall.” Coconut Mall is a famous track in the Mario Kart series, and the music has become a variation of the . As of July 29, the video garnered more than 1.5 views.

“Coconut tree memes and emojis have become a distinct symbol of support and admiration for Harris among younger generations. Young voters found that such a funny, quirky association of the VP with coconut showcased her unique persona and resonated with diverse audiences,” said Dr. Yi Luo, study co-author and Associate Professor in the School of Communication and Media.

“With more than half of Gen Zs who are of age to vote, meme culture is playing an unprecedented role in the 2024 Presidential election. The participatory nature of social media is expected to continue to evolve how voters engage in election campaigns in the future,” said Dr.�� Jin-A Choi, study co-author and Associate Professor in the School of Communication and Media.

“The integration of meme content and election promotion, seems novel but it has a long history.�� Frank Sinatra, for example, remixed the song ‘High Hopes’ turning it into a campaign theme for John F. Kennedy in 1960. It was as unique as the viral coconut content of today,” said Dr. Bond Benton, study co-author and Professor in the School of Communication and Media.

The full study is the eighteenth from the Montclair team at the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and can be found here. The study was conducted by Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Benton.

Montclair Social Media Study: Pride Month and LGBTQ Branding Backlash Driven Largely by QAnon and Popular Extremists

In a collaborative study of 68,481 posts on Twitter (recently rebranded as X) from 2022, ����vlog faculty identified the most influential accounts pushing the narrative that Disney is “grooming” (i.e. sexually manipulating) children by its support and inclusion of the LGBTQ community. The findings are timely as Target and other corporations are scaling back or eliminating Pride Month activities this June, driven by backlash companies have received in recent years.�� Data from PR Daily suggests some 30% of consumer goods companies will be making changes to their Pride observances this June based on concerns about this backlash.�� As such, this research project offers context for the most influential voices driving social media advocacy against LGBTQ inclusion in the corporate space.������������

Highlights of the study recently published in the Journal of Crime, Media, and Culture include:

• ��The impact of the posts engaged with the most (including comments) were�� Jack Posobiec, Mike Cernovich, Donald Trump Jr.,and The Post Millennial.
• The four accounts sharing “inclusion is grooming” content with the greatest reposts and “favorites” also included content from Marjorie Taylor Greene and Matt Walsh.

• A strong connection to the QAnon conspiracy (that an organized cabal of “elites” is harming children) was identified in the accounts producing the most significant visibility of the message.����
• Accounts critical of LGBTQ inclusion that previously shared QAnon sentiment represented:

• 80% of the most followed accounts
• 80% of the accounts with the highest “impact” (total number of posts an account produced on a topic multiplied by the total number of followers)
• 71% of accounts producing the most liked content
• 57% of accounts producing the most shared content

• Total posts on this theme collected from March 13, 2022, to May 16, 2022, netted a total of 322,832,159 potential impressions, driven by the notable accounts identified.
• The full study, which is the seventeenth from the Montclair team at Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication, is found .��

The study’s authors express concern about the effects of such messages.

“’Grooming’ is a term that extremists and conspiracy theorists have co-opted from the anti trafficking movement, and it’s now being used against the LGBTQ community,” said Dr. Daniela Peterka-Benton, Academic Director of the Global Center on Human Trafficking at Montclair.

According to Dr. Joel Penney, an Associate Professor in the School of Communication and Media at Montclair, this represents an ongoing “model of framing the sheer existence of LGBTQ people as inherently sexualized and thus inappropriate.”

“What seems to be an organic movement against the LGBTQ community appears to be guided by a small number of extremist voices with outsized social media reach,” said Dr. Bond Benton, Professor of Public Relations in the School of Communication and Media and researcher at the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication.

Montclair Social Media Study: Negative Emotions on Social Media Dominate Gen Z Presidential Election Discussion as Voting Decisions Near

*More than One Million Social Media Posts were Studied*

A new study released May 2, 2024 by a team of faculty from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog shows more than 75% of Gen Z have shared negative sentiment on social media surrounding the 2024 Presidential election, with emotions driven specifically by sadness (41%), disgust (27%), and anger (9%).

The study was authored by Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Benton by combing more than one million social media conversations from or targeted at Gen-Z social media users starting February 1 through April 7, 2024. The team used search terms including “2024 voting,” “2024 election,” and “2024 presidential election.” The data were contributed by 58% male and 42% female X users. Notably, this period witnessed a staggering 36,000% increase of social conversations related to Gen-Z and the 2024 presidential election compared to the previous two months.

“The amount of negativity from Gen Z was eye-opening” said Dr. Jin-A Choi, Associate Professor at Montclair and Director of Data Analytics for the Center for Strategic Communication. “However, it would not be surprising to see the negativity increase over the summer as each party’s nominations become official and as we draw closer to the Presidential election in November.”

The following Gen Z emotions were most prevalent in the study:

Sadness (41%). Feelings of helplessness and dejection dominated the negative sentiment from Gen Zs on social media, highlighted by sorrow over the Supreme Court’s decision on abortion rights, the momentum of Donald Trump’s candidacy, current economic impact (e.g., surging food prices, rising inflation rates, etc.) of the Biden administration, and doubts about President Biden’s mental wellness. Notably, a second strong wave of sadness emerged right after Biden’s State of the Union speech on March 8.

Disgust (27%). Disgust, accounting for nearly one third of the emotions identified on social conversations, revealed Gen Z’s feelings over a series of sociopolitical issues, including legal rights among the trans community, restricted abortion rights, classified document mismanagement by Presidents Biden and Trump, mental as well as physical wellness for Democratic and Republican’s presidential candidates, and enforcement of border policies.

Anger (9%).��The outrage exhibited on social media appears to shift with the evolving Israel-Hamas war. Specifically, social media users vented strong fury against the Biden administration’s support and funding violence in Rafah, explicitly calling it “a genocide.”

Staying Hopeful:��A more promising and positive theme emerged as Gen Z social media users were urging others to ignore polling results and to instead focus on voting and to exercise that Constitutional right.

Other Key Findings:��Social conversations championing women’s rights jumped 74% in the observation period, including a staggering 93% increase of social chats about humanitarian aid, food assistance, opening aid corridors, and women as well as girls’ rights in Gaza.

“The data show that Gen Z social media users are understandably emotional about a number of issues,” said Dr. Luo. “There are many existing hot-button issues and undoubtedly new ones will emerge that will shape how Gen Z feels and acts surrounding this historic Presidential election.”

The full study, which can be found��here, is the sixteenth from the Center of Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

Montclair Social Media Study: Guinness and St. Patrick’s Day are the Equivalent of the Fall Season and Starbucks Pumpkin Spice Latte

*A study on brand sentiment around St. Patrick’s Day shows the iconic beer company dominates the conversation from the bar to the kitchen to the boardroom*

A new study released March 13 by a team of faculty from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog shows that Guinness was the most-discussed brand on social media leading up to St. Patrick’s Day, and not just in the traditional ways people share how they drink the popular beer brand.

While the Shamrock Shake from McDonald’s was another popular product discussed by social media users, the Guinness brand was highlighted in non-traditional ways related to the holiday, including cooking and recipes, Guinness chocolate, a new ad campaign with Aquaman star Jason Momoa, and a partnership with Cincinnati Bengals quarterback Joe Burrow and the Joe Burrow Foundation.

“For Guinness, St. Patrick’s Day is probably as big as the Super Bowl,” said Dr. Jin-A Choi, Assiociate Professor at Montclair and Director of Data Analytics for the Center for Strategic Communication. “The data clearly shows that Guinness is linked to St. Patrick’s Day, and it’s not a stretch to say that the brand ‘owns’ the holiday similar to how Starbucks and its Pumpkin Spice Latte dominate the conversation��every fall season.”

The study, authored by Dr. Jin-A Choi, Dr. Yi Luo, and Dr. Bond Benton found the following data from 32,000 posts on X from February 1 to March 8:

• The volume of social media conversations related to Guinness beer and St. Patrick’s Day saw a 25% increase.
• Most social chats exhibited a happy mood as evidenced by a 62% joyful sentiment. Social media users raved about the fresh taste of Guinness, the drink’s “restorative power,” and even the brand’s new non-alcoholic beer, Guinness O.
• The term “Guinness brewery” enjoyed a 48% increase in mentions among social conversations since March 1.
• Over half of social posts (54%) centered around cooking with Guinness. Interestingly, individuals expressed their excitement of elevating the traditional holiday recipes with Guinness for celebration, adding this signature holiday drink to dishes such as Shepherd’s pie, drumsticks, muffins, bread, beef stew, beef roast, burger, marshmallows, or chocolate cakes.
• Among all social conversations related to Guinness and food, Guinness-flavored chocolate products witnessed the highest surge, with a 91% increase.
• Guinness also unveiled a new action-packed commercial featuring Jason Momoa, the Aquaman star, and his mother. The humorous short “Lovely Day” ad campaign was released on social platforms on March 7 and on television on March 11. The social chats mentioning “Jason Momoa” and “Guinness Ad” showed a 97% and 92% spike respectively, emerging as two of the most trending topics on social media.
• Since March 1, the term “Guinness gives back initiative” increased 59% due to the brand’s partnership with Cincinnati Bengals quarterback Joe Burrow and the Joe Burrow Foundation, as well as other community nonprofits (e.g., La Soupe) to address some dire social issues such as food insecurity and mental health. During this observation period, social chats acknowledged Guinness’s generous donation ($500K) to Joe Burrow Foundation and its participation in community events in collaboration with La Soupe to repurpose excess food to feed those in need.
• On March 5, the joy sentiment toward Guinness reached its high in a two-month period following the brand’s “Guinness Gives Back Initiative” event partnering with Joe Burrow Foundation and La Soupe Cincinnati on March 4, 2024.
• Interest in a similarly themed product for St. Patrick’s Day, McDonald’s “Shamrock Shake,” also spiked in the runup to the holiday, although results showed a mix in sentiment and less of a clear linkage to McDonald’s as a brand. The highest peak as St. Patrick’s Day approaches was not in March as expected, but on February 5, 2024, when McDonald’s announced that they have brought back the Shamrock shake on their menu along with the Oreo Shamrock McFlurry on February 5.
• While joy and excitement accounted for approximately 50% of the conversation surrounding the Shamrock Shake, about a quarter of the discussion showed emotions of “disgust.” From stomach aches to vomiting, social media users took to X to share their experience of trying the seasonal shake, especially the one from McDonald’s.

“The data shows social media users’ clear affinity for Guinness around St. Patrick’s Day and also reflects the brand’s commitment to connecting with consumers in non-traditional ways,” said Dr. Luo. “The company continues to engage consumers using a diverse PESO strategy (Paid, Earned, Shared and Owned media) and the impressive results across many topics related to the brand are apparent in the data.”

The full study, which can be found��here, is the 15th��from the Center of Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

Valentine’s Day 2024 Trends: Money Can Buy Love and Chocolates

“Joy” is the Dominant Emotion Found in the Social Media Data Analytics Study

To explore how social media users feel about Valentine’s Day and what consumers are buying leading up to February 14, a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog examined over 2 Million social media posts from February 1 – February 11.

The full study, which is found here, found that the conversations surrounding Valentine’s Day were dominated by emotions of joy (85%) and a bit of sadness (8%). “Love” and “relationships” emerged as prominent themes, emphasizing the importance of expressing love and appreciation through thoughtful and heartfelt gifts. The act of gift giving was accepted as an important gesture of love, especially to highlight positivity in chaotic world.

Additionally, the study authored by Dr. Jin-A Choi, Dr. Yi Luo and Dr. Bond Benton found the following:

• Commercial spending around Valentine’s Day this year is expected to reach a record $25.8 billion in the U.S. alone,with an average spending of approximately $185 per person. Chocolate, roses, and flowers were were the most popular gifts mentioned that will contribute to that record spending.��
• Related to that spending, “chocolate” is the most searched Valentine’s gift on Google above flowers, roses and jewelry. In the 118k social media mentions from February 1-11 2024, “chocolate” dominated a third of the social conversations, especially “chocolate
  covered strawberries” and a “box of chocolate”
• Social media users expressed positive sentiment 2.5 times more than negative sentiment on social discourse surrounding Valentine’s Day gift ideas. Echoing this positivity, an overwhelming 83% of the social media posts expressed joy explicitly regarding the act of gift giving.

Fittingly, this is the 14th study from the Center of Strategic Communication, which in addition its media-friendly social media studies, provides social media analytics tools and training for faculty and students for classroom learning and research projects.

Montclair Study: Taylor Swift, Super Bowl and Social Media Conspiracy Theories Suggest Record Viewing and Online Chatter

Is Taylor Swift about to help set a record for Super Bowl ratings and overwhelm online discussion around the “Big Game?”

Based on a research study released on February 5 by a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog, the continuation of America’s most popular sport meeting the world’s most famous pop star seems destined to dominate the airwaves and social media next weekend.

“The Super Bowl always brings in a whole new audience because some people just come for the ads and halftime show while attending Super Bowl parties,” said Professor Kelly Whiteside who leads the Sports Communication program in the School of Communication and Media. “But now you are adding the biggest pop star on the planet, almost guaranteeing this will be the most watched Super Bowl of all time. It will not surprise me if is broken by more than 10%.”

The study, authored by Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Benton, backs the theory that a sharp increase is likely. Data from the study includes:

• In the period when the Chiefs and 49ers advanced to Super Bowl LVIII, Taylor Swift related #superbowl posts on “X” (formerly known as Twitter) totaled more than the COMBINED number of posts about the game’s QB’s and even her beau, Travis Kelce. Total #superbowl posts generated in the period around and immediately after the AFC and NFC championship games resulted in 52,419 mentions for Purdy, 75,258 mentions for Mahomes, 91,325 mentions for Kelce, and an astounding 272,406 mentions of Swift in connection with the big game. For #superbowl tweets mentioning any of the four studied individuals, Swift mentions accounted for 63% of the total.
• The social mentions of Taylor Swift and Super Bowl reached 2 million in the seven-day period (January 28 – February 3, 2024) after Chiefs’ win on January 28 and sparked an 80% surge in social mentions compared to the previous seven days. Particularly, the conversation thread of “Taylor as a national treasure” increased 100% and is still gaining strength on social mentions.
• The social discussions on Taylor Swift and Travis Kelce’s relationship surged 490% since Chief’s AFC Championship victory on January 28. Tons of “Swiftie” fans shared their well wishes for the couple and demanded more coverage of their love story. Fans have also speculated about if/when Kelce will pop the question…perhaps after a potential Super Bowl win.
• Nearly 31,000 social posts (approximately 224% increase) in the past seven days speculated that Swift’s involvement with the Super Bowl could potentially boost ratings and interest in the event. This land-slide interest in Taylor Swift’s role in the NFL made lots of social media users predict that this year’s big game will be the “highest watched Super Bowl in history.”

Data related to conspiracy theories such as Swift being an ally of the Democratic Party, that the NFL playoff games were “rigged” to favor Kelce’s Kansas City Chiefs, and that the Swift-Kelce relationship is a product of the “deep state,” are also examined in the study.

“Adding the ‘conspiracy theory’ factor to all this is like pouring gasoline on a rating’s fire that was already set to explode,” Dr. Luo said. “It will be fascinating to see how the numbers on and off the field shake out.” Dr. Choi stressed that “From deepfakes to politics, the ‘Taylor Swift effect’ is evident in our data. She holds unprecedented influence among Americans and her star power is expected to continue beyond this Super Bowl.”

The full study, which can be found here, is the 13^th from the Center of Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

###

Media Contact: Keith Green, School of Communication and Media, 973-655-3701 or greenk@montclair.edu

Study: ‘Pizzagate’ Posts on X Spike Dramatically After Elon Musk Boosted the Conspiracy

Barbie Dominates the 2023 Halloween Costume Conversation on Social Media

��*A study of more than 46,000 Social Media Posts and a Google Trend Analysis finds Barbie costumes are res­­oundingly more popular than costumes for Ken, Star Wars and Marvel characters*

Move over, black and orange, and step aside for the color that is going to dominate Halloween this year, “Barbie Pink.” And yes, Ken, “it won’t matter what you do, you will always be number two,” at least when it comes to Halloween costumes in 2023. And those wildly popular Star Wars and Marvel character costumes traditionally seen during the “spookiest” time of the year? It seems they won’t match the popularity of the fictional character, Barbie, who reemerged this year on the pop culture scene after the incredible success of the Warner Bros. film “Barbie” released in July.

A team of faculty from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released its most recent study on October 26, with this one focusing on 2023 Halloween costume trends. Highlights from the study utilizing Brandwatch and Google Trends include:

• Google Trends offered the most popular costumes ranking through their “frightgeist,” highlighting key Halloween costume trends powered by searches. According to this frightgeist, Barbie is the most popular costume of the year for Americans.
• From October 1 to October 24, internet interest in Barbie costumes was 273.6% higher than activity for Ken costumes, according to the conducted Google Trends Analysis. Given the predictive nature of search interests on consumers’ purchasing intent and social behavior, the data implies that Barbie costumes will almost certainly be much more popular than Ken outfits. As was noted in Ryan Gosling’s song in the film, “doesn’t seem to matter what I do, I’m always number two.”
• From October 1 through October 24, a Google Trends analysis showed interest in Barbie costumes was 787.5% higher than activity for Marvel costumes and 545.4% higher than activity for Star Wars costumes, as indicated by the Google Trends Analysis. Like Ken, the trend analysis shows that this Halloween likely means more pink with fewer lightsabers and superhero capes.
• With more than 277,000 social media conversations observed around Halloween during October 1 through October 25, more than 30% of the conversations surrounded Halloween costumes. Of those conversations, more than 46,000 social media mentions discussing Barbie and Ken costumes were collected on Brandwatch, specifically. The co-occurrence “Barbie” and “popular Halloween costumes” among social conversations saw a steep 61% increase in October. Supporting Google’s data as the most searched costume of the year, social conversations on Barbie and Ken costumes revolved around the anticipation of Barbie and Ken being the best costumes for Halloween 2023, from where to get Barbie costumes, deciding which Barbie to be (e.g., Cowgirl Barbie), and anticipating celebrity couples to dress up as Barbie and Ken (e.g., Taylor and Kelce).
• Social Media users also enthusiastically shared their intention to dress as Barbie or Ken. Users gushed about the excitement of creating a “pink utopia” for this Halloween, which was specifically associated with key words such as “ridiculously fun,” “spirit,” “family-friendly,” “Barbieland,” “neighborhood coordination,” etc. With 48% of the conversation being contributed by males, there was excitement and sarcasm surrounding those dressing up as Ken.

“It seems that Barbie has successfully made a return in 2023, prevailing again at the pinnacle of popular culture. More than 46,000 social conversations in the month of October centered on Barbie and Ken costumes,” said Dr.�� Jin-A Choi, Associate Professor of Advertising at Montclair. “News outlets, brands, and events were keen to seize this opportunity during this Halloween season to use Barbie and Ken as keywords and hashtags to jump aboard the hottest Halloween trend and enhance the visibility of their messages.”

“Barbie, once an arcane hobby, has torpedoed all other traditionally favored Halloween costumes, such as princess, spider-man, witch, batman, fairy, vampire, or ninja,” noted Dr. Yi Luo, Associate Professor in Strategic Communication at Montclair. “Especially, the association between pink and Barbie has been exponentially amplified through online searches and discussions on social channels.”

The study was conducted by faculty Dr. Jin-A Choi, Dr. Yi Luo and Dr. Bond Benton. It is the tenth study released from the School’s��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

Taylor Swift and Travis Kelce Relationship Drives Spike in Social Media Conversation During Sunday Night Football��

On October 2, a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released a study analyzing social media data during last evening’s NFL primetime game between the host New York Jets and Kansas City Chiefs. The game took on more significance early in the season due to an evolving relationship between pop icon Taylor Swift and Chiefs star tight end Travis Kelce that has dominated the social media conversation since Swift attended a Chiefs home game on Sept. 24.

The full study can be found here, but highlights from the study utilizing Brandwatch, Tweetbinder and Google Trends from the School’s Center for Strategic Communication include:

• Initial analysis conducted on X (formerly Twitter) shows that as the game began, there was a 118% increase in mentions of Swift-Kelce over the previous seven-day period. Platform activity showed a surprisingly low decrease in continued activity after the game with activity at midnight EST remaining greater than the highest total of Swift-Kelce tweets in the previous seven days.
• Data suggests that there were consistent attempts to hijack discussion during the game with political statements about vaccination and the perceived political stances of Swift and Kelce. The period of the game brought a 1941% increase in content politicizing the Swift-Kelce relationship. While such instances of “hate jacking” are increasingly common in social media spaces, this particular event appears to have hate content largely drowned out by sentiment that was supportive and positive.
• Despite this and other notable divisive content occurring on social media during the game, sentiment remained largely positive towards the Kelce/Swift connection. Data analysis from posts on X shows that people were more than four times as likely to express positive sentiment than negative sentiment (82% positive content posted compared to only 18% negative).
• When Swift appeared on the NBC broadcast during the game, social media chatter spiked considerably after Kelce’s first catch (8:25 p.m. EST), after a Chiefs touchdown (8:39 p.m.), after a Jets punt (8:47 p.m.), at the end of the third quarter (10:40 p.m.) and the conclusion of the game at 11:18 p.m. A graph is linked in the full study below.
• The study was conducted by faculty Dr. Bond Benton, Dr. Yi Luo, and Dr. Jin-A Choi and Professor Kelly Whiteside.

2023 Pumpkin Spice Study

On September 28, 2023, our team��from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released a new study examining 2023 conversations, trends and sentiment on social media about pumpkin spice. Starbucks, which is often credited with popularizing the fall flavor by launching its Pumpkin Spice Latte 20 years ago, still dominates the social media conversation despite copycat beverages and spawning products in bizarre categories that make pumpkin spice polarizing every late summer and early fall.

Highlights from the study from the School’s Center for Strategic Communication include:

• Combing through more than 21,000 social posts from August 27 to September 25, 2023, the Montclair team discovered 45% of social media users feeling positive about pumpkin spice, with only 5% feeling negative. The remaining 50% of the posts were deemed neutral.
• Further, specific emotions included excitement, anger and even mockery of the flavor.
• Seemingly, there are almost when it comes to pumpkin spice, as trash bags, engagement rings, caviar, tobacco, body wipes and a non-alcoholic dog brew are among the new products this season.
• Pumpkin spice sales are still on the rise – $802.5 million worth of pumpkin spice products were sold in 2022, up 42% from sales in 2019.
• Starbucks continues to dominate the realm of pumpkin spice coffee drinks. Specifically, when people search for PSL, they mean a Starbucks Pumpkin Spice Latte. When searching for “PSL,” 72% of people searched “Starbucks” specifically.
• Additionally, 52% of people searched for Starbucks when searching for “pumpkin spice latte” as opposed to Wendy’s (8%), Dunkin’ (4%) and Dutch Bros (4%).
• The team also found that social conversations around the term spiked over 100% on the first day Starbucks released its fall drinks on August 24.
• Large household brands continue to jump into the pumpkin spice trend, such as Wendy’s pumpkins spice frosty and Dunkin’s Ice Spice MUNCHKINS drink, a blend of pumpkin munchkins and frozen Dunkin’ Coffee.
• The study was released prior to National Pumpkin Spice Day on Sunday. Oct. 1. A press release about the study is here and the full study is here.

Montclair Social Media Study Finds Overwhelming Increase in Sadness and Disgust from SCOTUS Rulings��

A��new study released on July 6, 2023 by the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog examined social media reaction to two historic rulings last week by the Supreme Court of the United States (SCOTUS).

The study examined more than 150,000 posts between June 27 and July 3 on major social media platforms including Facebook, Instagram, Reddit and Twitter. The research team utilized search queries to discover how social media users in the U.S. reacted to the separate, landmark rulings regarding Affirmative Action and Student Loan Forgiveness. A press release about the study can be found here.

Study: 80%+ of the Buffalo Shooter Manifesto Copied Directly from Hate Sites Raising Concerns about Internet Dangers

A new study summarized here from Montclair Justice Studies professor Dr. Daniela Peterka-Benton and Dr. Bond Benton of the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media demonstrates the extent to which Buffalo Shooter Payton Gendron’s manifesto was derived from hate content he consumed online.�� His highly planned attack on May 14, 2022 at a Buffalo, NY supermarket focused on the killing of African Americans and left 13 people dead. Understanding what motivated such a hateful attack was a focus of the research.

Specifically, the study showed over 80% of the visual and written content of the rationale sections of the manifesto came from extremist spaces he reported visiting.�� The full study can be found in the .

Valentine’s Day Study: Does the Over-Commercialization of Valentine’s Day on Social Media Leave Us Living in a Sadder, Material World?

New research from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication��at ����vlog found that the commercialization of Valentine’s Day is more prevalent than ever, and that might not be a good thing.

To investigate the themes of Valentine’s Day messaging in social media, researchers from Montclair’s Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication analyzed over 80,000 posts using #Valentinesday and #Valentinesday2023 on various social media platforms such as Twitter and Instagram over a one-month period. The full study is found Montclair 2023 Valentine’s Day Commercialization Study, but highlights of the findings released on February 13, 2023 include:

• Through analysis of a social media dataset using “Valentine’s Day” as a keyword, the most associated term was “shop”, with “shop” and “gift” identified 131.17% more frequently than the term “love.”
• The commercialization of Valentine’s Day and its cultural construction as the linkage between romantic authenticity and market participation appears to have created a context that creates significant mental health challenges. The notion of “noble love” has, in many ways, been replaced by the commercialization of messaging associated with the holiday.
• Interestingly, among the Valentine’s Day social messages targeted toward singles, the popular hashtags included “#selflove,” “selfcare,” “valentinesgift,” “#chocolate day,” “#roseday. Particularly, supportive messages encouraged singles to focus on setting healthy boundaries, focusing on mental health, prioritizing personal goals, launching positive changes, seeking love from friends and families, purchasing personal dreams, learning strategies to manage loneliness, seeking balance by turning inward, staying physically active, etc.
• Media literacy and the ability to unpack manipulative online content should be a focus for all populations with a significant emphasis on Gen Z (Micu and Coulter 2012). The monetization of problematic messaging is noted as a function of social media (Center for Countering Digital Hate, 2021).�� The coupling of love with commoditization for a holiday as seemingly benign as Valentine’s Day is indicative of the need for continued vigilance against acceptance of online messaging as being rooted in truth and legitimacy.

Study on Spike in “Grooming” Terms on Twitter After Colorado Springs Tragedy

A��new study released on November 28 by the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog points to what hate speech on Twitter could look like following Elon Musk’s offer of “general amnesty” to suspended accounts on the platform.

Specifically, the study showed a dramatic spike in the use of the term “grooming” (a slur used against the LGBTQ+ community) on Twitter in the period after the shooting at an LGBTQ+ nightclub in Colorado Springs, Colorado, on November 19-20. The full study can be found here.

FIFA World Cup Studies

Leading up to the start of the 2022 FIFA World Cup in Qatar on November 20, our team��from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released separate studies surrounding the controversial tournament, one on boycotting and activism and another highlighting popular players, teams, brands and trends.

Twitter Hate Speech Study After Musk’s Acquisition

On October 29, 2022, our team��from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released a study on the increase in hate speech on Twitter in the hours immediately after Elon Musk’s acquisition of the platform, a transaction that created the perception by extremist users that content restrictions would be alleviated.

Highlights from the study from the School’s Center for Strategic Communication include:

• The seven-day average of Tweets using the studied hate terms prior to Musk’s acquisition was never higher than 84 times per hour.
• However, on October 28 from midnight to noon (immediately following Musk’s acquisition), the studied hate speech was Tweeted some 4,778 times.
• Terms studied included vulgar and hostile terms for individuals based on race, religion, ethnicity, and orientation.
• The potential impact of this hate speech (the potential number of times a term posted in Twitter could have been viewed) was more than 3 million.
• Elon Musk has promised to reduce restrictions on the platform and “free the bird.” From these results, this directive represents an obvious danger to young people using the platform.
• Platforms with lax or no moderation are frequently spaces filled with racism, homophobia, transphobia, and antisemitism.
• Recorded data indicating the spike in hate speech.
• The entire study can be found here: Montclair Study- Increases in Twitter Hate Speech After Elon Musk’s Acquisition

Pumpkin Spice Study

On September 29, 2022, our team��from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the Collegel of Communication and Media at ����vlog released research that found despite what the skeptics say, Americans still really love pumpkin spice and can’t get enough of pumpkin spice foods, beverages and products.

Montclair State SCM Pumpkin Spice Study

Combing through nearly 20,000 Twitter and Instagram posts from September 2022, the Montclair team of faculty and graduate student researchers discovered that 55% of posts containing “pumpkin spice” or the hashtag #pumpkinspice were positive in nature, 8% were negative and 37% were deemed neutral. There’s no sign of the pumpkin spice latte (PSL) love dying down, either. In fact, according to , the popular fall flavor is on pace to create more internet activity this year than ever before.

The buzz around pumpkin spice initially peaked in 2017-18 and fell slightly as a trend in the following years. But current data suggests that this year is on pace to far surpass the 2017-18 peak, meaning the seasonal star is back. Big time.“The power of pumpkin and pumpkin spice are clear in the data,” said Jin-A Choi, assistant professor of��Advertising��at Montclair. “While many assume the topic is polarizing, the majority of the social media data we analyzed showed that America and a wide range of companies continue to want more pumpkin spice.”The trending topic has also prompted brands and businesses unrelated to the fall flavor to use the #pumpkinspice hashtag to sell or drive interest in their products – a phenomenon known as “trendjacking.” The upside? About 2% of evaluated trendjacking posts were linked to social causes, such as dog adoption shelters.

Social Media Study: Swift-Kelce Engagement Dramatically Boosts Engagement for Brands

The Power Couple’s Engagement created a 96% increase in NFL discussion and a 63% boost for Ralph Lauren, while 82% of social media posts expressed “joy” about the couple tying the knot

What has been the social media reaction to the Kelce/Swift engagement announcement and who were the big winners as the celebrity power couple prepares to tie the knot?

Based on a research study released today by a team of faculty from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication��in the College of Communication and Media at ����vlog, data collected suggests overwhelming interest, positivity, and potential benefits to major brands, such as the National Football League and Ralph Lauren.

The study, authored by��Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Bento,��identified the following significant results:

• A 96% increase in brand references for the NFL and Kansas City Chiefs on social media (mere days before the season’s start).
• Analysis suggests 82% of social media posts about the couple’s engagement expressed “joy,” a striking 13,265% increase in joy related posts from the previous period analyzed.
• 10 million Instagram likes and 153K social media discussions generated (a stunning 7,222% increase) in the hour after the engagement announcement.
• Massive interest increases surrounding the announcement, including 992K views for a post from the city of Cleveland.
• Immediately after the engagement news, Swift’s chic Ralph Lauren striped dress that features a flattering silhouette was sold out within minutes of the announcement and social mentions of Ralph Lauren spiked 63% over the previous day.

“This engagement has become a cultural milestone affecting social media content in a variety of ways,” Dr. Yi Luo said.

“The endorsement power of celebrities is exemplified once again by Swift and Kelce. Their impact on brands is expected to skyrocket as their engagement is highlighted this week, ” said Dr. Jin-A Choi.

“In a divided socio-political context, the ability for people to connect with one another about a celebrity event such as this likely offers an escape from more challenging themes,” added Dr. Bond Benton.

The full study, which can be found��here, is from Center for Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects. It is the 29th study from the Center’s faculty and student researchers.

Online QAnon related voices are making 64% fewer posts about human trafficking

MONTCLAIR, N.J.- July 24, 2025-A joint social media study from ����vlog faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media and the Global Center on Human Trafficking shows a 64% decrease in the total number of posts about human trafficking made by prominent QAnon affiliated/adjacent accounts when compared to the highpoint of such posts in 2023.

Highlights from the study produced by the Center for Strategic Communication and the Global Center on Human Trafficking include:

• A 64% decrease in human trafficking posts from significant QAnon related accounts from 1/1/2025 to 7/20/2025 when compared to the same period in 2023 (the highest volume year of trafficking posts among online conservative voices)
• A 79% reduction in the total volume of human trafficking posts in the studied accounts between 2023 and 2025
• No posts from the QAnon related accounts studied reacted to proposed cuts to the State Department’s Office to Monitor and Combat Trafficking in Persons (despite such content generating 29.5M potential views from other online sources)
• A greater than 50% reduction in views of human trafficking posts for 2025 from all studied QAnon affiliated/adjacent accounts, indicating potential diminished interest from their respective audiences

“The very real problem of human trafficking was never seriously considered in accounts that regularly pushed absurd conspiracies about the topic; that they have no interest in ongoing, legitimate engagement with the issue is unsurprising,” said Dr. Daniela Peterka-Benton, Director of the Global Center on Human Trafficking and an Associate Professor of Justice Studies at ����vlog.

“There are a range of possible causes for the diminished interest in human trafficking including growing public awareness about trafficking misinformation and concerns about trafficking discourse potentially having a negative effect on public figures,” said Dr. Bond Benton, Associate Professor of Public Relations in the College of Communication and Media at ����vlog.�� “What hasn’t changed, however, is that real advocacy for trafficking prevention and survivor support remains desperately needed,” he added.

The full study, which can be found here, was conducted by Dr. Bond Benton from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and by Dr. Daniela Peterka-Benton, Director of the Global Center on Human Trafficking.

About the Global Center on Human Trafficking: The Global Center on Human Trafficking is a multi-disciplinary effort focused on developing innovative solutions to the global problem of human trafficking. ����vlog, one of the most diverse higher education institutions in the United States, has a history of supporting social justice and human rights issues affecting communities across the world. What began as a university initiative spearheaded by a group of committed leaders, faculty and staff, has grown into a global center working hand in hand with survivors around the world to transform the response to human trafficking. It is dedicated to mobilizing collective action to develop novel solutions to the complex problems of human trafficking so that all people may live free from human trafficking.

Media Contact: Keith Green, Director of Communications and Strategic Operations, College of Communication and Media, 973-655-3701 or greenk@montclair.edu

Pride Month support can generate 320% more positive social media posts for companies; dropping support can increase online negativity by 165%, Montclair study finds

A study from ����vlog faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media showed the ongoing commitment to Pride Month by Universal Studios has been received positively online. In contrast, Target’s rolling back of support for Pride Month and diversity/inclusion elicited negative reactions in social media.

Highlights from the study include:

• 320% more positive emotional sentiment in posts about Universal’s #loveisuniversal campaign.
• 85% of posts advocating #BoycottTarget expressed negative emotions towards the company. These included anger, disgust, fear, and sadness.
• Comparison showed #BoycottTarget posts contained 165% more negative emotions in relation to the company, as opposed to the “63% Joy” #loveisuniversal elicited.
• 105,000 posts mentioning #loveisuniversal or #BoycottTarget were evaluated for this study. Google Trends analysis reflects spikes in activity towards both hashtags around Pride Month.
• The study found more posts and engagement expressing negativity about Target stepping back than Universal’s ongoing support.

The full study, which can be found here, is the 27th from Center of Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

Why is Gen Z More Anxious Than Ever? Montclair Study Turns to Social Chats for Answers

As social media has evolved into a prominent part of Gen Z’s social interaction, a new study from a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog examined the state of mental health of Gen Z through their engagements about anxiety on the X platform.

• Specifically, the overwhelming presence of fear (83%) illustrates that anxiety is an emotionally draining experience for many Gen Z users. The use of emotionally charged language to publicly share their struggles with anxiety reflect increasing self-awareness and a cultural shift toward normalizing mental health conversations. The intensity of such negative feeling, unfortunately, also imply that self-stigma against mental health issues remains strong.
• As digital natives, the study also found that Gen Z seemed comfortable disclosing their feelings of anxiety and depression on social media. These discussions often included their worries about schoolwork, test performance, personal relationships, and health concerns such as remaining fears of COVID. The discussions extend beyond those still in school, and many young professionals also took to X to share their fears related to job performance, job security, and their foreboding of workplace dynamics. They expressed how anxiety affects them psychologically and physically. Some of the conditions mentioned in the social chats are debilitating such as dizziness, rapid breathing, and lightheadedness.
• Notably, alongside the social trivialization of anxiety and mental health, there is a troubling rise in the use of r-slurs related to mental health in the social media space. After a prominent online voice (Elon Musk) used this slur in a post, Benton and Peterka-Benton (2025) found a doubling of content using the r-word on X, with a 207.5% increase. While some posting about such slurs on the platform may be critical of the terms, the widespread prevalence still serves a normalizing function.
• Many young adults felt overwhelmed by their financial situations with surging interest rates and inflation. Understanding financial principles and learning to manage budget within their means were referenced from social media chats as useful tools to enhance financial wellbeing. Gaining control over finances can potentially mitigate anxiety, thus contributing to one’s overall mental health.

The full study, which can be found here, is the 26th��from Center of Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

Chiefs Fatigue and “Rigged” Conspiracies, Not Taylor Swift, Dominate Super Bowl Chatter

Outside of loyal Kansas City Chiefs and Taylor Swift fans, study released Feb. 5 2025 suggests football and pop music followers are growing tired of the team’s run at a historic Super Bowl “three-peat” and the ubiquity of the world’s biggest pop star on the NFL stage.

A team of faculty from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog collected data from 92,000 unique social media users starting the day after the Chiefs and Philadelphia Eagles advanced to the Super Bowl after winning their respective conference championship games.�� Using keyword combinations such as “Chiefs” AND “Super Bowl,” “Taylor Swift” AND “Super Bowl” and “Swift” AND “Super Bowl,” more than 821,000 posts from January 27 to February 2 were examined. The research team of Dr. Jin-A Choi, Dr. Bond Benton, Dr. Yi Luo and Ines Hwang found the following:

• There was 45% more negative sentiment than positive sentiment about the Chiefs.
• Nearly 80% of social media users expressed either frustration, anger or disgust in social media conversations around the Chiefs advancing to their third consecutive Super Bowl.
• Posts about Taylor Swift’s connection to the Super Bowl declined by 67% over last year’s event.
• A common conspiracy theme, mocked by NFL Commissioner Roger Goodell during Media Night on February 2, that referees continue to purposefully give Patrick Mahomes the benefit of the doubt on calls that benefit the star quarterback and his team. This opinion was reflected in the data, as a Google Trends Analysis revealed��147.8% more online activity about a “rigged game” than Swift. The NFL Referees Association even felt compelled to��.
• In contrast to the 2024 Super Bowl, team players generated��143% more online Super Bowl searches than Swift.

“This Super Bowl is met with fatigue as the public expressed a mixture of frustration, anger, disgust, and resentment at an astonishing 76% of all social media conversations surrounding Super Bowl LIX and the Chiefs” said Dr. Jin-A Choi, who is the Director of Data Analytics for the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and an Associate Professor of Advertising. “The ongoing debates and skepticism regarding officiating bias, perceived rigging, and the alleged controversial calls in favor of the Chiefs fuel fan discontent and conspiracy theories,” she said.

Despite the decline in conversations about Swift, Dr. Yi Luo said the pop star is still driving positive conversation around the game. “Love for Taylor Swift tends to dominate among social discussions with an impressive 72% joyful emotions expressed by social media users,” said. Dr. Luo who is an Associate Professor in the School of Communication and Media. “Such overwhelming positive emotion serves as a strong testament of Swift’s enduring popularity and her dedicated fan base.”

“This Super Bowl is a reminder that the event is equal parts celebration of the players and teams fans love, but also an opportunity to express animosity towards the teams and players fans do NOT love,” said Dr. Bond Benton, a Professor of Communication. “The energy that a celebrity connection to the game like Swift brings is noteworthy, but it should also be recognized as potentially fleeting,” he said.

The full study, which can be found��here, is the 25th from Center of Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

Use of the Slur “retard” Triples on X After Elon Musk Shares the Word in a Post

A joint study from ����vlog faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media and the Department of Justice Studies shows that Elon Musk dramatically increased content containing the slur “retard” on X after using the term in a post.

Highlights from the study include:

• A 207.5% increase in posts containing the r-word on X after Musk’s post using the slur on Jan. 6, 2025.
• 312,642 posts using the term r-word identified in the period studied.
• Google Trends Analysis showed a similar increase in online search activity related to the r-word.
• Indication of a broader increase in stigmatizing language online with limited structures to curtail such content.

“This is an example of how hate content been normalized and boosted in the online space,” said Dr. Daniela Peterka-Benton, an Associate Professor of Justice Studies at ����vlog who recently served as a guest editor for a special edition of The Journal of Human Trafficking focusing on the vulnerabilities of the disabled community.�� “The online space has always held potential dangers for marginalized communities, and it appears to be getting worse,” she added.

“The power of influential voices in the online space has never been greater and it is unfortunate that too many of those voices don’t consider the implications of their language,” said Dr. Bond Benton, Professor of Communication at ����vlog.

The full study, which can be found here, was conducted by Dr. Bond Benton from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and by Dr. Daniela Peterka-Benton, Dr. Daniela Peterka-Benton from the Department of Justice Studies.

Montclair Drone Study: Nearly Half of Social Media Users are Afraid of Drone Sightings

With a rash of nighttime drone sightings over New Jersey starting in late November and continuing through early December, a team of faculty from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released a study on Dec. 16, 2024 that revealed the number one emotion social media users have when discussing the phenomenon is fear.

Combing through more than 170,000 social media posts to gauge public sentiment, search volume and geo-targeted information about the drone activity, researchers found the following:

• Out of six emotions evaluated from the posts, fear was the dominant emotion at 45%, followed by disgust (28%), anger (15%), sadness (7%), joy (4%) and surprise (1%).
• Search activity for the word “drone” has increased by 1900% from the period before the first waive of mass drone sightings in New Jersey.
• Search activity for “drone” in New Jersey was greater than the combined activity of the other top five drone searching states, Pennsylvania, Delaware, New Hampshire and Maine.
• Between November 26 and December 13, online conversation surged to 170,000 mentions (with 93,000 unique discussions) across social media platforms, marking a 19,000% increase compared to the prior period, which saw just 878 posts. A dramatic spike in activity occurred on December 11, with discussions increasing nearly 800% from the previous day.

The full study,��which can be found here, was conducted by faculty Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Benton.

Negativity, Activism, Division, and Fatigue: Gen Z Social Media and the 2024 Election

A team of faculty from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released a new study on Dec. 5, 2025 examining young voters’ reactions toward the 2024 U.S. Presidential Election. Gen Z male voters demonstrated a clear shift toward the Republican party with 49% voting for Trump, compared to 48% young female voters for Harris. The study on young voters’ reactions on social media to the 2024 election revealed distinct gendered trends in voting priorities, media consumption patterns, and political engagement, as well as a surge in political consumerism, reflecting Gen Z’s evolving approach to political activism and advocacy.

Highlights from the study from the School’s Center for Strategic Communication include:

1. Gendered Voter Priorities:

• Female Gen Z voters overwhelmingly supported progressive issues such as reproductive rights, healthcare, gender equality, inclusiveness, and climate change.
• Male Gen Z voters prioritized economic concerns, including inflation, job security, the housing market, and border policies.
• Kamala Harris resonated strongly with young female voters due to her advocacy for women’s rights and civil liberties, but her male supporters displayed more mixed opinions. Many male voters praised her focus on social equity while voicing concerns about her policy clarity and leadership.

��2. A Notable Shift in Young Male Voters’ Support toward Donald Trump:

• Media Strategy: Trump effectively engaged young men through digital platforms such as YouTube, X, and popular podcasts, aligning himself with influential figures like Joe Rogan, Theo Von, Logan Paul, and others, which resonated with their media consumption habits.
• Bro Culture Appeal: Trump tapped into “bro culture” by associating with hyper-masculine media and personalities, positioning himself as a relatable figure for disaffected young men.

Economic Messaging: Trump’s focus on practical economic issues, such as job insecurity, inflation, and tax relief, spoke directly to young men’s immediate concerns. Meanwhile, Harris’s focus on women’s issues did not fully address their economic struggles.

3. Rise of Political Consumerism:

• Gen Z voters increasingly exercise political influence through consumer behavior, actively supporting (buycotting) or avoiding (boycotting) brands based on their political affiliations.
• Brands such as Target, Nordstrom, Ulta, Whole Foods, and Costco received significant praise for not donating to Donald Trump’s campaign. This trend underscores a shift in consumer expectations, where corporations are viewed as both economic entities and social actors.

Implications for Future Elections:

The findings highlight the necessity for political organizations and corporations to adapt to the values and behaviors of an increasingly active Gen Z demographic. Campaigns must focus on converting robust online advocacy into real-world voter turnout. Similarly, businesses must balance neutrality with the growing demand for corporate accountability and activism to remain relevant with younger consumers. As Gen Z continues to emerge as a decisive force in political and social arenas, strategies that address their priorities and leverage their energy will be essential in shaping America’s future.

The full study,��which can be found here, was conducted by faculty Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Benton. It is the 22nd study released from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

“The intersection of politics and popular culture—through appearances on high-profile podcasts, engagement with internet personalities, and messaging that resonates with young men’s lived experiences—became a central component of Trump’s campaign.” continued Dr. Yi Luo, who is an Associate Professor in the School of Communication and Media, “Trump’s campaign has successfully rebranded traditional masculine traits—physical strength, dominance, and confidence—through the lens of youth culture, making them relevant to a generation that prizes authenticity, directness, and defiance of norms.”

“Divisions in the political priorities of many different groups of Americans shaped this election and it’s not surprising to see this reflected in the social media of Gen Z,” said Dr. Benton, a Professor in Public Relations and researcher at the Center.

“It is evident that social media is changing how political messages are spread and understood today, i.e., this election campaign. Thus, it is expected that digital media focused strategies will take center focus in future political communication and campaigns.” said Dr. Choi, who is the Director of Data Analytics for the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and an Associate Professor of Advertising.

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The Nightmare Before (Spirit) Christmas: Social Media Reacts to Spirit Halloween Stores Transitioning to Christmas in 2024

MONTCLAIR, N.J.– On Halloween Eve, researchers from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released a study examining how social media has reacted to one of the most meme-friendly brands in recent history, Spirit Halloween.

Since 1983, the popular retailer has utilized traditional mall space and failed commercial buildings to create temporary pop-up stores to sell Halloween costumes and decorations. In recent years, Spirit Halloween costumes appear as popular memes on social media, driving additional and awareness and engagement surrounding the brand.��

Google Trends and the Brandwatch platform were used to analyze more than 61,000 social media posts on X, Instagram and YouTube from October 1-October 28. Highlights include:

• This year, the volume of posts peaked on October 8, with almost 10,000 mentions coinciding with Spirit Halloween’s announcement of its new Spirit Christmas Stores. This led to a 100% increase in mentions of the brand during the studied time period.
• Search activity for Spirit Halloween is 40% lower than the brand’s high point in 2021 during the COVID-19 pandemic, but the brand still clearly leads Google searches surrounding Halloween costumes since October 2022.
• Since October 2022, Spirit Halloween searches have overtaken Party City as the preferred Halloween store by by more than 30%.
• In addition to opening a record number of Spirit Halloween locations in 2024, the announcement of the addition of new Christmas themed stores attracted much attention on social media. With only 10 stores to be launched primarily in the U.S. northeast region, discussion of anticipated seasonal décor as well as photos and meet-and-greets with Spirit Christmas’s very own Santa Clause filled social media conversations.
• Tongue and cheek, “Fear” was a dominant sentiment in the posts related to the brand, along with the more understandable “Joy” feeling related to the the Spirit Christmas transition.
• Spirit Halloween’s new collaborations with popular brands like Chipotle, Uber Eats, Warner Bros., and Anne and Cinnamon to create unique costume lines, such as BEETLEJUICE, Deadpool, and meme-inspired outfits, offering fans fun options to embody their favorite personalities during the festive season.��
• Social Media discussion also surged after the brand was mocked on Saturday Night Live’s season premiere on Sept. 28, with the brand humorously responding on “X” with a meme of its own brand poking fun at the long running show.

The study was conducted by faculty Dr. Jin-A Choi, Dr. Yi Luo and Dr. Bond Benton It is the 21st study released from the School’s Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

“Trending memes on social media continue to keep Spirit Halloween relevant this Halloween season” said Dr. Choi, Director of Data Analytics for the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and an Associate Professor of Advertising. “With its expansion to Spirit Christmas, the seasonal pop-up store will now also attempt to capture America’s most expensive and favorite holiday, Christmas.”

“Spirit Halloween’s innovative brand collaborations with popular brands such as Chipotle, provide a fresh take on Halloween attire, bringing a blend of fast food culture and spooky fun to costume enthusiasts,” said Dr. Luo, Associate Professor of Strategic Communication.

“Spirit remains a cultural touchstone for our country, yet its placement in terms of cultural relevance is clearly evolving,” said Dr. Bond Benton, Professor of Communication.

The full study is here.

Pumpkin Spice is as Popular as Ever, 2024 Montclair Study Shows

*Despite fatigue and confusion over fall drinks releasing too early, social media is still crazy for Pumpkin Spice Latte season*

MONTCLAIR, N.J.– A team of faculty and students from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog today released a new study examining 2024 conversations, trends and sentiment on social media about pumpkin spice. With Starbuck releasing its popular Pumpkin Spice Latte (PSL) one week earlier than last year, consumers took to social media to discuss the polarizing flavor.

Highlights from the study from the School’s Center for Strategic Communication include:

• PSL is as popular and polarizing as ever. Combing through more than 209,000 social posts from August 22 to September 23, 2024 via the Brandwatch platform, the Montclair team discovered an 895% increase in social media conversations surrounding pumpkin spice from a similar period in 2023.
• Too early for fall drinks? There was heightened negative emotion (26%) vs. positive (17%) due to what appears to be confusion and fatigue. Compared to 2023, when Starbucks released its fall drinks on August 30, this year’s release (August 22) felt premature to many social media audiences.
• Team Apple vs Team Pumpkin. Apple emerged as a highly anticipated flavor for fall. Apple was frequently discussed as a preferred alternative fall item to pumpkin spice, especially “spiced apple,” “apple cinnamon,” “apple cider” and “apple cider donut.”
• A comparison of Google Trends for pumpkin spice vs. apple cider reveals that interest in apple cider has surpassed that of pumpkin spice since early September.
• ‘Pumpkin spice’ searches haven’t slowed. Still, a Google Trends Analysis of “pumpkin spice” over the past five years showed that the highest share of search frequency in history occurred in 2024 during the studied time period, reaching the 100-point mark. This is four points higher than the level of search interest for pumpkin spice in 2023.
• More searches for at-home PSL recipes. Amazon emerged as a new competitor in our data. The arrival of the Pumpkin Spice Latte at Starbucks has divided boycotters in the midst of the Israeli-Palestinian conflict. Many consumers flocked to Starbucks, while others turned to home recipes to mimic the Starbucks drink. Therefore “pumpkin spice syrup” was mentioned frequently in posts discussing where to buy the syrup (e.g. Amazon, Walmart, etc.).
• Other brands join the PSL craze. Krispy Kreme and Einstein Bros, brands not featured prominently in previous studies, also emerged to join the pumpkin spice social media trend in 2024.
• The study was released on National Pumpkin Spice Day on Tuesday. Oct. 1. The full study is here.

The study was conducted by faculty Dr. Jin-A Choi, Dr. Yi Luo and Dr. Bond Benton, with research and event planning assistance from Professor Keith Green and graduate students. It is the 20^th study released from the School’s Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

“There were 209k social conversations regarding ‘pumpkin spice’ in a span of a month from the first date of the Starbucks PSL release to the first day of fall (August 22 to September 23, 2024),” continued Dr. Choi, who is the Director of Data Analytics for the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and an Associate Professor of Advertising. “This is a staggering 895% increase from the 2023 volume, indicating an even bigger craze for everything pumpkin spice this year.”

“Notably, this year’s conversations highlighted a rising trend toward apple cider and healthier options for enjoying pumpkin spice-infused drinks and food,” said Dr. Luo, who is an Associate Professor in the School of Communication and Media.

This study is a follow up to the 2023 and 2022 reports��from the Center for Strategic Communication on the same topic that garnered national attention.

‘Rigged’ Presidential Debate Conspiracies Flooded Social Media Within Hours, Study Shows

A joint study from ����vlog faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media and the Justice Studies Department at Montclair State shows that conversation about a “rigged presidential debate” spiked dramatically after the presidential debate on September 10, 2024, fueled by a conspiracy theory that ABC News coached Vice President Harris on moderator questions.

Highlights from the full study which is found here, include:

• 194,044 posts supporting the conspiracy that ABC News coached Vice President Harris on moderator questions prior to the debate in under twelve hours on X
• 48,877,717 impressions generated by debate conspiracy content on the platform
• Support for the conspiracy voiced by key Trump influencers, including former New York Mayor and longtime Trump advisor Rudy Giuliani
• Search activity related to the false idea an ABC whistleblower would “reveal” the conspiracy was over 100X higher in the same period
• The themes, speed, and spread of this content are similar to the “Stop the Steal” messages that were instrumental in inciting the January 6 attack

“These results are chilling as they echo the posts that preceded the attack on the Capitol in 2021. It’s particularly concerning that public figures and major platforms are boosting this,” said Dr. Daniela Peterka-Benton, Associate Professor of Justice Studies at ����vlog.

“Particularly concerning is the speed at which the conspiracy spread and the high-level figures who quickly boosted; this suggests a turbulent period is coming with election results, as well,” said Dr. Bond Benton, Professor of Communication in the College of Communication and Media at ����vlog.

The full study was conducted by Dr. Bond Benton from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and by Dr. Daniela Peterka-Benton, Dr. Daniela Peterka-Benton, Department of Justice Studies.

Study: Coconut Tree Memes Lead to 1000% Increase in Positive Sentiment for Kamala Harris

The popular TikTok and X posts have had a major impact on Harris’ ability to reach Gen Z voters

A study released on July 29, 2024 by a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog shows that TikTok and X content that resonates with Gen Z voters, specifically memes surrounding coconuts and Mario Kart, is driving major interest in Kamala Harris and having a positive impact on her presidential campaign.

Researchers examined more than 265,000 social media conversations on various social media platforms (X, Facebook, Reddit, YouTube, Tumblr, blogs, etc.) over seven days, from July 18 to July 24, 2024. Highlights from the study include:

• 1818% increase of social media conversations pertaining to coconut tree memes

• 973% increase in positive sentiment around Harris-related memetic content

• 574 million TikTok views

• Double the amount of online content related to the infamous Mario Kart course “Coconut Mall”

• “Coconut Mall/Harris” studied mash-ups had a higher increase in view rate than even the recent “” remix trends

• This audience landscape on TikTok shows that embracing pop meme culture has enabled Harris to connect with traditionally difficult-to-reach younger demographics, a political audience relevant to Harris’ campaign.�� Specifically, Joe Biden’s candidacy in 2024 was failing to inspire significant enthusiasm from younger voters, with 62% having a negative opinion of Biden.

• Meme related content on TikTok over the studied timeframe reached over half (58%) of viewers under the age of 24.

From the full study about coconuts: “The reference to coconut trees originated from Harris’ speech in May 2023 to advocate opportunities for Hispanic Americans. During the speech, Harris stressed the importance of considering the context, such as the needs of students’ families, teachers, and communities by stating: ‘Everything is in context. My mother…would say to us, ‘I don’t know what’s wrong with you young people. You think you just fell out of a coconut tree?’”

The coconut theme was amplified by an edit by @ranvision_official that places Harris’ words over the theme song for the Mario Kart racecourse “Coconut Mall.” Coconut Mall is a famous track in the Mario Kart series, and the music has become a variation of the . As of July 29, the video garnered more than 1.5 views.

“Coconut tree memes and emojis have become a distinct symbol of support and admiration for Harris among younger generations. Young voters found that such a funny, quirky association of the VP with coconut showcased her unique persona and resonated with diverse audiences,” said Dr. Yi Luo, study co-author and Associate Professor in the School of Communication and Media.

“With more than half of Gen Zs who are of age to vote, meme culture is playing an unprecedented role in the 2024 Presidential election. The participatory nature of social media is expected to continue to evolve how voters engage in election campaigns in the future,” said Dr.�� Jin-A Choi, study co-author and Associate Professor in the School of Communication and Media.

“The integration of meme content and election promotion, seems novel but it has a long history.�� Frank Sinatra, for example, remixed the song ‘High Hopes’ turning it into a campaign theme for John F. Kennedy in 1960. It was as unique as the viral coconut content of today,” said Dr. Bond Benton, study co-author and Professor in the School of Communication and Media.

The full study is the eighteenth from the Montclair team at the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and can be found here. The study was conducted by Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Benton.

Media Contact: Keith Green, College of Communication and Media, 973-655-3701 or greenk@montclair.edu

Montclair Social Media Study: Pride Month and LGBTQ Branding Backlash Driven Largely by QAnon and Popular Extremists

In a collaborative study of 68,481 posts on Twitter (recently rebranded as X) from 2022, ����vlog faculty identified the most influential accounts pushing the narrative that Disney is “grooming” (i.e. sexually manipulating) children by its support and inclusion of the LGBTQ community. The findings are timely as Target and other corporations are scaling back or eliminating Pride Month activities this June, driven by backlash companies have received in recent years.�� Data from PR Daily suggests some 30% of consumer goods companies will be making changes to their Pride observances this June based on concerns about this backlash.�� As such, this research project offers context for the most influential voices driving social media advocacy against LGBTQ inclusion in the corporate space.������������

Highlights of the study recently published in the Journal of Crime, Media, and Culture include:

• ��The impact of the posts engaged with the most (including comments) were�� Jack Posobiec, Mike Cernovich, Donald Trump Jr.,and The Post Millennial.
• The four accounts sharing “inclusion is grooming” content with the greatest reposts and “favorites” also included content from Marjorie Taylor Greene and Matt Walsh.

• A strong connection to the QAnon conspiracy (that an organized cabal of “elites” is harming children) was identified in the accounts producing the most significant visibility of the message.����
• Accounts critical of LGBTQ inclusion that previously shared QAnon sentiment represented:

• 80% of the most followed accounts
• 80% of the accounts with the highest “impact” (total number of posts an account produced on a topic multiplied by the total number of followers)
• 71% of accounts producing the most liked content
• 57% of accounts producing the most shared content

• Total posts on this theme collected from March 13, 2022, to May 16, 2022, netted a total of 322,832,159 potential impressions, driven by the notable accounts identified.
• The full study, which is the seventeenth from the Montclair team at Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication, is found .��

The study’s authors express concern about the effects of such messages.

“’Grooming’ is a term that extremists and conspiracy theorists have co-opted from the anti trafficking movement, and it’s now being used against the LGBTQ community,” said Dr. Daniela Peterka-Benton, Academic Director of the Global Center on Human Trafficking at Montclair.

According to Dr. Joel Penney, an Associate Professor in the School of Communication and Media at Montclair, this represents an ongoing “model of framing the sheer existence of LGBTQ people as inherently sexualized and thus inappropriate.”

“What seems to be an organic movement against the LGBTQ community appears to be guided by a small number of extremist voices with outsized social media reach,” said Dr. Bond Benton, Professor of Public Relations in the School of Communication and Media and researcher at the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication.

Montclair Social Media Study: Negative Emotions on Social Media Dominate Gen Z Presidential Election Discussion as Voting Decisions Near

*More than One Million Social Media Posts were Studied*

A new study released May 2, 2024 by a team of faculty from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog shows more than 75% of Gen Z have shared negative sentiment on social media surrounding the 2024 Presidential election, with emotions driven specifically by sadness (41%), disgust (27%), and anger (9%).

The study was authored by Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Benton by combing more than one million social media conversations from or targeted at Gen-Z social media users starting February 1 through April 7, 2024. The team used search terms including “2024 voting,” “2024 election,” and “2024 presidential election.” The data were contributed by 58% male and 42% female X users. Notably, this period witnessed a staggering 36,000% increase of social conversations related to Gen-Z and the 2024 presidential election compared to the previous two months.

“The amount of negativity from Gen Z was eye-opening” said Dr. Jin-A Choi, Associate Professor at Montclair and Director of Data Analytics for the Center for Strategic Communication. “However, it would not be surprising to see the negativity increase over the summer as each party’s nominations become official and as we draw closer to the Presidential election in November.”

The following Gen Z emotions were most prevalent in the study:

Sadness (41%). Feelings of helplessness and dejection dominated the negative sentiment from Gen Zs on social media, highlighted by sorrow over the Supreme Court’s decision on abortion rights, the momentum of Donald Trump’s candidacy, current economic impact (e.g., surging food prices, rising inflation rates, etc.) of the Biden administration, and doubts about President Biden’s mental wellness. Notably, a second strong wave of sadness emerged right after Biden’s State of the Union speech on March 8.

Disgust (27%). Disgust, accounting for nearly one third of the emotions identified on social conversations, revealed Gen Z’s feelings over a series of sociopolitical issues, including legal rights among the trans community, restricted abortion rights, classified document mismanagement by Presidents Biden and Trump, mental as well as physical wellness for Democratic and Republican’s presidential candidates, and enforcement of border policies.

Anger (9%).��The outrage exhibited on social media appears to shift with the evolving Israel-Hamas war. Specifically, social media users vented strong fury against the Biden administration’s support and funding violence in Rafah, explicitly calling it “a genocide.”

Staying Hopeful:��A more promising and positive theme emerged as Gen Z social media users were urging others to ignore polling results and to instead focus on voting and to exercise that Constitutional right.

Other Key Findings:��Social conversations championing women’s rights jumped 74% in the observation period, including a staggering 93% increase of social chats about humanitarian aid, food assistance, opening aid corridors, and women as well as girls’ rights in Gaza.

“The data show that Gen Z social media users are understandably emotional about a number of issues,” said Dr. Luo. “There are many existing hot-button issues and undoubtedly new ones will emerge that will shape how Gen Z feels and acts surrounding this historic Presidential election.”

The full study, which can be found��here, is the sixteenth from the Center of Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

Montclair Social Media Study: Guinness and St. Patrick’s Day are the Equivalent of the Fall Season and Starbucks Pumpkin Spice Latte

*A study on brand sentiment around St. Patrick’s Day shows the iconic beer company dominates the conversation from the bar to the kitchen to the boardroom*

A new study released March 13 by a team of faculty from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog shows that Guinness was the most-discussed brand on social media leading up to St. Patrick’s Day, and not just in the traditional ways people share how they drink the popular beer brand.

While the Shamrock Shake from McDonald’s was another popular product discussed by social media users, the Guinness brand was highlighted in non-traditional ways related to the holiday, including cooking and recipes, Guinness chocolate, a new ad campaign with Aquaman star Jason Momoa, and a partnership with Cincinnati Bengals quarterback Joe Burrow and the Joe Burrow Foundation.

“For Guinness, St. Patrick’s Day is probably as big as the Super Bowl,” said Dr. Jin-A Choi, Assiociate Professor at Montclair and Director of Data Analytics for the Center for Strategic Communication. “The data clearly shows that Guinness is linked to St. Patrick’s Day, and it’s not a stretch to say that the brand ‘owns’ the holiday similar to how Starbucks and its Pumpkin Spice Latte dominate the conversation��every fall season.”

The study, authored by Dr. Jin-A Choi, Dr. Yi Luo, and Dr. Bond Benton found the following data from 32,000 posts on X from February 1 to March 8:

• The volume of social media conversations related to Guinness beer and St. Patrick’s Day saw a 25% increase.
• Most social chats exhibited a happy mood as evidenced by a 62% joyful sentiment. Social media users raved about the fresh taste of Guinness, the drink’s “restorative power,” and even the brand’s new non-alcoholic beer, Guinness O.
• The term “Guinness brewery” enjoyed a 48% increase in mentions among social conversations since March 1.
• Over half of social posts (54%) centered around cooking with Guinness. Interestingly, individuals expressed their excitement of elevating the traditional holiday recipes with Guinness for celebration, adding this signature holiday drink to dishes such as Shepherd’s pie, drumsticks, muffins, bread, beef stew, beef roast, burger, marshmallows, or chocolate cakes.
• Among all social conversations related to Guinness and food, Guinness-flavored chocolate products witnessed the highest surge, with a 91% increase.
• Guinness also unveiled a new action-packed commercial featuring Jason Momoa, the Aquaman star, and his mother. The humorous short “Lovely Day” ad campaign was released on social platforms on March 7 and on television on March 11. The social chats mentioning “Jason Momoa” and “Guinness Ad” showed a 97% and 92% spike respectively, emerging as two of the most trending topics on social media.
• Since March 1, the term “Guinness gives back initiative” increased 59% due to the brand’s partnership with Cincinnati Bengals quarterback Joe Burrow and the Joe Burrow Foundation, as well as other community nonprofits (e.g., La Soupe) to address some dire social issues such as food insecurity and mental health. During this observation period, social chats acknowledged Guinness’s generous donation ($500K) to Joe Burrow Foundation and its participation in community events in collaboration with La Soupe to repurpose excess food to feed those in need.
• On March 5, the joy sentiment toward Guinness reached its high in a two-month period following the brand’s “Guinness Gives Back Initiative” event partnering with Joe Burrow Foundation and La Soupe Cincinnati on March 4, 2024.
• Interest in a similarly themed product for St. Patrick’s Day, McDonald’s “Shamrock Shake,” also spiked in the runup to the holiday, although results showed a mix in sentiment and less of a clear linkage to McDonald’s as a brand. The highest peak as St. Patrick’s Day approaches was not in March as expected, but on February 5, 2024, when McDonald’s announced that they have brought back the Shamrock shake on their menu along with the Oreo Shamrock McFlurry on February 5.
• While joy and excitement accounted for approximately 50% of the conversation surrounding the Shamrock Shake, about a quarter of the discussion showed emotions of “disgust.” From stomach aches to vomiting, social media users took to X to share their experience of trying the seasonal shake, especially the one from McDonald’s.

“The data shows social media users’ clear affinity for Guinness around St. Patrick’s Day and also reflects the brand’s commitment to connecting with consumers in non-traditional ways,” said Dr. Luo. “The company continues to engage consumers using a diverse PESO strategy (Paid, Earned, Shared and Owned media) and the impressive results across many topics related to the brand are apparent in the data.”

The full study, which can be found��here, is the 15th��from the Center of Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

Valentine’s Day 2024 Trends: Money Can Buy Love and Chocolates

“Joy” is the Dominant Emotion Found in the Social Media Data Analytics Study

To explore how social media users feel about Valentine’s Day and what consumers are buying leading up to February 14, a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog examined over 2 Million social media posts from February 1 – February 11.

The full study, which is found here, found that the conversations surrounding Valentine’s Day were dominated by emotions of joy (85%) and a bit of sadness (8%). “Love” and “relationships” emerged as prominent themes, emphasizing the importance of expressing love and appreciation through thoughtful and heartfelt gifts. The act of gift giving was accepted as an important gesture of love, especially to highlight positivity in chaotic world.

Additionally, the study authored by Dr. Jin-A Choi, Dr. Yi Luo and Dr. Bond Benton found the following:

• Commercial spending around Valentine’s Day this year is expected to reach a record $25.8 billion in the U.S. alone,with an average spending of approximately $185 per person. Chocolate, roses, and flowers were were the most popular gifts mentioned that will contribute to that record spending.��
• Related to that spending, “chocolate” is the most searched Valentine’s gift on Google above flowers, roses and jewelry. In the 118k social media mentions from February 1-11 2024, “chocolate” dominated a third of the social conversations, especially “chocolate
  covered strawberries” and a “box of chocolate”
• Social media users expressed positive sentiment 2.5 times more than negative sentiment on social discourse surrounding Valentine’s Day gift ideas. Echoing this positivity, an overwhelming 83% of the social media posts expressed joy explicitly regarding the act of gift giving.

Fittingly, this is the 14th study from the Center of Strategic Communication, which in addition its media-friendly social media studies, provides social media analytics tools and training for faculty and students for classroom learning and research projects.

Montclair Study: Taylor Swift, Super Bowl and Social Media Conspiracy Theories Suggest Record Viewing and Online Chatter

Is Taylor Swift about to help set a record for Super Bowl ratings and overwhelm online discussion around the “Big Game?”

Based on a research study released on February 5 by a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog, the continuation of America’s most popular sport meeting the world’s most famous pop star seems destined to dominate the airwaves and social media next weekend.

“The Super Bowl always brings in a whole new audience because some people just come for the ads and halftime show while attending Super Bowl parties,” said Professor Kelly Whiteside who leads the Sports Communication program in the School of Communication and Media. “But now you are adding the biggest pop star on the planet, almost guaranteeing this will be the most watched Super Bowl of all time. It will not surprise me if is broken by more than 10%.”

The study, authored by Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Benton, backs the theory that a sharp increase is likely. Data from the study includes:

• In the period when the Chiefs and 49ers advanced to Super Bowl LVIII, Taylor Swift related #superbowl posts on “X” (formerly known as Twitter) totaled more than the COMBINED number of posts about the game’s QB’s and even her beau, Travis Kelce. Total #superbowl posts generated in the period around and immediately after the AFC and NFC championship games resulted in 52,419 mentions for Purdy, 75,258 mentions for Mahomes, 91,325 mentions for Kelce, and an astounding 272,406 mentions of Swift in connection with the big game. For #superbowl tweets mentioning any of the four studied individuals, Swift mentions accounted for 63% of the total.
• The social mentions of Taylor Swift and Super Bowl reached 2 million in the seven-day period (January 28 – February 3, 2024) after Chiefs’ win on January 28 and sparked an 80% surge in social mentions compared to the previous seven days. Particularly, the conversation thread of “Taylor as a national treasure” increased 100% and is still gaining strength on social mentions.
• The social discussions on Taylor Swift and Travis Kelce’s relationship surged 490% since Chief’s AFC Championship victory on January 28. Tons of “Swiftie” fans shared their well wishes for the couple and demanded more coverage of their love story. Fans have also speculated about if/when Kelce will pop the question…perhaps after a potential Super Bowl win.
• Nearly 31,000 social posts (approximately 224% increase) in the past seven days speculated that Swift’s involvement with the Super Bowl could potentially boost ratings and interest in the event. This land-slide interest in Taylor Swift’s role in the NFL made lots of social media users predict that this year’s big game will be the “highest watched Super Bowl in history.”

Data related to conspiracy theories such as Swift being an ally of the Democratic Party, that the NFL playoff games were “rigged” to favor Kelce’s Kansas City Chiefs, and that the Swift-Kelce relationship is a product of the “deep state,” are also examined in the study.

“Adding the ‘conspiracy theory’ factor to all this is like pouring gasoline on a rating’s fire that was already set to explode,” Dr. Luo said. “It will be fascinating to see how the numbers on and off the field shake out.” Dr. Choi stressed that “From deepfakes to politics, the ‘Taylor Swift effect’ is evident in our data. She holds unprecedented influence among Americans and her star power is expected to continue beyond this Super Bowl.”

The full study, which can be found here, is the 13^th from the Center of Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

Study: ‘Pizzagate’ Posts on X Spike Dramatically After Elon Musk Boosted the Conspiracy

Barbie Dominates the 2023 Halloween Costume Conversation on Social Media

��*A study of more than 46,000 Social Media Posts and a Google Trend Analysis finds Barbie costumes are res­­oundingly more popular than costumes for Ken, Star Wars and Marvel characters*

Move over, black and orange, and step aside for the color that is going to dominate Halloween this year, “Barbie Pink.” And yes, Ken, “it won’t matter what you do, you will always be number two,” at least when it comes to Halloween costumes in 2023. And those wildly popular Star Wars and Marvel character costumes traditionally seen during the “spookiest” time of the year? It seems they won’t match the popularity of the fictional character, Barbie, who reemerged this year on the pop culture scene after the incredible success of the Warner Bros. film “Barbie” released in July.

A team of faculty from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released its most recent study on October 26, with this one focusing on 2023 Halloween costume trends. Highlights from the study utilizing Brandwatch and Google Trends include:

• Google Trends offered the most popular costumes ranking through their “frightgeist,” highlighting key Halloween costume trends powered by searches. According to this frightgeist, Barbie is the most popular costume of the year for Americans.
• From October 1 to October 24, internet interest in Barbie costumes was 273.6% higher than activity for Ken costumes, according to the conducted Google Trends Analysis. Given the predictive nature of search interests on consumers’ purchasing intent and social behavior, the data implies that Barbie costumes will almost certainly be much more popular than Ken outfits. As was noted in Ryan Gosling’s song in the film, “doesn’t seem to matter what I do, I’m always number two.”
• From October 1 through October 24, a Google Trends analysis showed interest in Barbie costumes was 787.5% higher than activity for Marvel costumes and 545.4% higher than activity for Star Wars costumes, as indicated by the Google Trends Analysis. Like Ken, the trend analysis shows that this Halloween likely means more pink with fewer lightsabers and superhero capes.
• With more than 277,000 social media conversations observed around Halloween during October 1 through October 25, more than 30% of the conversations surrounded Halloween costumes. Of those conversations, more than 46,000 social media mentions discussing Barbie and Ken costumes were collected on Brandwatch, specifically. The co-occurrence “Barbie” and “popular Halloween costumes” among social conversations saw a steep 61% increase in October. Supporting Google’s data as the most searched costume of the year, social conversations on Barbie and Ken costumes revolved around the anticipation of Barbie and Ken being the best costumes for Halloween 2023, from where to get Barbie costumes, deciding which Barbie to be (e.g., Cowgirl Barbie), and anticipating celebrity couples to dress up as Barbie and Ken (e.g., Taylor and Kelce).
• Social Media users also enthusiastically shared their intention to dress as Barbie or Ken. Users gushed about the excitement of creating a “pink utopia” for this Halloween, which was specifically associated with key words such as “ridiculously fun,” “spirit,” “family-friendly,” “Barbieland,” “neighborhood coordination,” etc. With 48% of the conversation being contributed by males, there was excitement and sarcasm surrounding those dressing up as Ken.

“It seems that Barbie has successfully made a return in 2023, prevailing again at the pinnacle of popular culture. More than 46,000 social conversations in the month of October centered on Barbie and Ken costumes,” said Dr.�� Jin-A Choi, Associate Professor of Advertising at Montclair. “News outlets, brands, and events were keen to seize this opportunity during this Halloween season to use Barbie and Ken as keywords and hashtags to jump aboard the hottest Halloween trend and enhance the visibility of their messages.”

“Barbie, once an arcane hobby, has torpedoed all other traditionally favored Halloween costumes, such as princess, spider-man, witch, batman, fairy, vampire, or ninja,” noted Dr. Yi Luo, Associate Professor in Strategic Communication at Montclair. “Especially, the association between pink and Barbie has been exponentially amplified through online searches and discussions on social channels.”

The study was conducted by faculty Dr. Jin-A Choi, Dr. Yi Luo and Dr. Bond Benton. It is the tenth study released from the School’s��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

Taylor Swift and Travis Kelce Relationship Drives Spike in Social Media Conversation During Sunday Night Football��

On October 2, a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released a study analyzing social media data during last evening’s NFL primetime game between the host New York Jets and Kansas City Chiefs. The game took on more significance early in the season due to an evolving relationship between pop icon Taylor Swift and Chiefs star tight end Travis Kelce that has dominated the social media conversation since Swift attended a Chiefs home game on Sept. 24.

The full study can be found here, but highlights from the study utilizing Brandwatch, Tweetbinder and Google Trends from the School’s Center for Strategic Communication include:

• Initial analysis conducted on X (formerly Twitter) shows that as the game began, there was a 118% increase in mentions of Swift-Kelce over the previous seven-day period. Platform activity showed a surprisingly low decrease in continued activity after the game with activity at midnight EST remaining greater than the highest total of Swift-Kelce tweets in the previous seven days.
• Data suggests that there were consistent attempts to hijack discussion during the game with political statements about vaccination and the perceived political stances of Swift and Kelce. The period of the game brought a 1941% increase in content politicizing the Swift-Kelce relationship. While such instances of “hate jacking” are increasingly common in social media spaces, this particular event appears to have hate content largely drowned out by sentiment that was supportive and positive.
• Despite this and other notable divisive content occurring on social media during the game, sentiment remained largely positive towards the Kelce/Swift connection. Data analysis from posts on X shows that people were more than four times as likely to express positive sentiment than negative sentiment (82% positive content posted compared to only 18% negative).
• When Swift appeared on the NBC broadcast during the game, social media chatter spiked considerably after Kelce’s first catch (8:25 p.m. EST), after a Chiefs touchdown (8:39 p.m.), after a Jets punt (8:47 p.m.), at the end of the third quarter (10:40 p.m.) and the conclusion of the game at 11:18 p.m. A graph is linked in the full study below.
• The study was conducted by faculty Dr. Bond Benton, Dr. Yi Luo, and Dr. Jin-A Choi and Professor Kelly Whiteside.

2023 Pumpkin Spice Study

On September 28, 2023, our team��from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released a new study examining 2023 conversations, trends and sentiment on social media about pumpkin spice. Starbucks, which is often credited with popularizing the fall flavor by launching its Pumpkin Spice Latte 20 years ago, still dominates the social media conversation despite copycat beverages and spawning products in bizarre categories that make pumpkin spice polarizing every late summer and early fall.

Highlights from the study from the School’s Center for Strategic Communication include:

• Combing through more than 21,000 social posts from August 27 to September 25, 2023, the Montclair team discovered 45% of social media users feeling positive about pumpkin spice, with only 5% feeling negative. The remaining 50% of the posts were deemed neutral.
• Further, specific emotions included excitement, anger and even mockery of the flavor.
• Seemingly, there are almost when it comes to pumpkin spice, as trash bags, engagement rings, caviar, tobacco, body wipes and a non-alcoholic dog brew are among the new products this season.
• Pumpkin spice sales are still on the rise – $802.5 million worth of pumpkin spice products were sold in 2022, up 42% from sales in 2019.
• Starbucks continues to dominate the realm of pumpkin spice coffee drinks. Specifically, when people search for PSL, they mean a Starbucks Pumpkin Spice Latte. When searching for “PSL,” 72% of people searched “Starbucks” specifically.
• Additionally, 52% of people searched for Starbucks when searching for “pumpkin spice latte” as opposed to Wendy’s (8%), Dunkin’ (4%) and Dutch Bros (4%).
• The team also found that social conversations around the term spiked over 100% on the first day Starbucks released its fall drinks on August 24.
• Large household brands continue to jump into the pumpkin spice trend, such as Wendy’s pumpkins spice frosty and Dunkin’s Ice Spice MUNCHKINS drink, a blend of pumpkin munchkins and frozen Dunkin’ Coffee.
• The study was released prior to National Pumpkin Spice Day on Sunday. Oct. 1. A press release about the study is here and the full study is here.

Montclair Social Media Study Finds Overwhelming Increase in Sadness and Disgust from SCOTUS Rulings��

A��new study released on July 6, 2023 by the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog examined social media reaction to two historic rulings last week by the Supreme Court of the United States (SCOTUS).

The study examined more than 150,000 posts between June 27 and July 3 on major social media platforms including Facebook, Instagram, Reddit and Twitter. The research team utilized search queries to discover how social media users in the U.S. reacted to the separate, landmark rulings regarding Affirmative Action and Student Loan Forgiveness. A press release about the study can be found here.

Study: 80%+ of the Buffalo Shooter Manifesto Copied Directly from Hate Sites Raising Concerns about Internet Dangers

A new study summarized here from Montclair Justice Studies professor Dr. Daniela Peterka-Benton and Dr. Bond Benton of the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media demonstrates the extent to which Buffalo Shooter Payton Gendron’s manifesto was derived from hate content he consumed online.�� His highly planned attack on May 14, 2022 at a Buffalo, NY supermarket focused on the killing of African Americans and left 13 people dead. Understanding what motivated such a hateful attack was a focus of the research.

Specifically, the study showed over 80% of the visual and written content of the rationale sections of the manifesto came from extremist spaces he reported visiting.�� The full study can be found in the .

Valentine’s Day Study: Does the Over-Commercialization of Valentine’s Day on Social Media Leave Us Living in a Sadder, Material World?

New research from the��Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication��at ����vlog found that the commercialization of Valentine’s Day is more prevalent than ever, and that might not be a good thing.

To investigate the themes of Valentine’s Day messaging in social media, researchers from Montclair’s Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication analyzed over 80,000 posts using #Valentinesday and #Valentinesday2023 on various social media platforms such as Twitter and Instagram over a one-month period. The full study is found Montclair 2023 Valentine’s Day Commercialization Study, but highlights of the findings released on February 13, 2023 include:

• Through analysis of a social media dataset using “Valentine’s Day” as a keyword, the most associated term was “shop”, with “shop” and “gift” identified 131.17% more frequently than the term “love.”
• The commercialization of Valentine’s Day and its cultural construction as the linkage between romantic authenticity and market participation appears to have created a context that creates significant mental health challenges. The notion of “noble love” has, in many ways, been replaced by the commercialization of messaging associated with the holiday.
• Interestingly, among the Valentine’s Day social messages targeted toward singles, the popular hashtags included “#selflove,” “selfcare,” “valentinesgift,” “#chocolate day,” “#roseday. Particularly, supportive messages encouraged singles to focus on setting healthy boundaries, focusing on mental health, prioritizing personal goals, launching positive changes, seeking love from friends and families, purchasing personal dreams, learning strategies to manage loneliness, seeking balance by turning inward, staying physically active, etc.
• Media literacy and the ability to unpack manipulative online content should be a focus for all populations with a significant emphasis on Gen Z (Micu and Coulter 2012). The monetization of problematic messaging is noted as a function of social media (Center for Countering Digital Hate, 2021).�� The coupling of love with commoditization for a holiday as seemingly benign as Valentine’s Day is indicative of the need for continued vigilance against acceptance of online messaging as being rooted in truth and legitimacy.

Study on Spike in “Grooming” Terms on Twitter After Colorado Springs Tragedy

A��new study released on November 28 by the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog points to what hate speech on Twitter could look like following Elon Musk’s offer of “general amnesty” to suspended accounts on the platform.

Specifically, the study showed a dramatic spike in the use of the term “grooming” (a slur used against the LGBTQ+ community) on Twitter in the period after the shooting at an LGBTQ+ nightclub in Colorado Springs, Colorado, on November 19-20. The full study can be found here.

FIFA World Cup Studies

Leading up to the start of the 2022 FIFA World Cup in Qatar on November 20, our team��from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released separate studies surrounding the controversial tournament, one on boycotting and activism and another highlighting popular players, teams, brands and trends.

Twitter Hate Speech Study After Musk’s Acquisition

On October 29, 2022, our team��from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at ����vlog released a study on the increase in hate speech on Twitter in the hours immediately after Elon Musk’s acquisition of the platform, a transaction that created the perception by extremist users that content restrictions would be alleviated.

Highlights from the study from the School’s Center for Strategic Communication include:

• The seven-day average of Tweets using the studied hate terms prior to Musk’s acquisition was never higher than 84 times per hour.
• However, on October 28 from midnight to noon (immediately following Musk’s acquisition), the studied hate speech was Tweeted some 4,778 times.
• Terms studied included vulgar and hostile terms for individuals based on race, religion, ethnicity, and orientation.
• The potential impact of this hate speech (the potential number of times a term posted in Twitter could have been viewed) was more than 3 million.
• Elon Musk has promised to reduce restrictions on the platform and “free the bird.” From these results, this directive represents an obvious danger to young people using the platform.
• Platforms with lax or no moderation are frequently spaces filled with racism, homophobia, transphobia, and antisemitism.
• Recorded data indicating the spike in hate speech.
• The entire study can be found here: Montclair Study- Increases in Twitter Hate Speech After Elon Musk’s Acquisition

Pumpkin Spice Study

On September 29, 2022, our team��from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the Collegel of Communication and Media at ����vlog released research that found despite what the skeptics say, Americans still really love pumpkin spice and can’t get enough of pumpkin spice foods, beverages and products.

Montclair State SCM Pumpkin Spice Study

Combing through nearly 20,000 Twitter and Instagram posts from September 2022, the Montclair team of faculty and graduate student researchers discovered that 55% of posts containing “pumpkin spice” or the hashtag #pumpkinspice were positive in nature, 8% were negative and 37% were deemed neutral. There’s no sign of the pumpkin spice latte (PSL) love dying down, either. In fact, according to , the popular fall flavor is on pace to create more internet activity this year than ever before.

The buzz around pumpkin spice initially peaked in 2017-18 and fell slightly as a trend in the following years. But current data suggests that this year is on pace to far surpass the 2017-18 peak, meaning the seasonal star is back. Big time.“The power of pumpkin and pumpkin spice are clear in the data,” said Jin-A Choi, assistant professor of��Advertising��at Montclair. “While many assume the topic is polarizing, the majority of the social media data we analyzed showed that America and a wide range of companies continue to want more pumpkin spice.”The trending topic has also prompted brands and businesses unrelated to the fall flavor to use the #pumpkinspice hashtag to sell or drive interest in their products – a phenomenon known as “trendjacking.” The upside? About 2% of evaluated trendjacking posts were linked to social causes, such as dog adoption shelters.