2023-06-27 12:36:08
Hate messages once morest the LGBTQIA+ collective on social media are gaining ground among those promoting support for this group. The volume of negative messages has increased by almost 9.4% in the last four years. While the positives fell 41.25%. This is the main conclusion of the report “Hate speech and LGBTQIA+ pride in the digital conversation”, prepared by LLYC within the scope of Pride 2023. Using Big Data and Artificial Intelligence techniques, the consultancy’s Deep Digital team analyzed more than 169 million publications on social networks to understand how the dialogue between detractors and promoters communities has evolved in 12 countries where the company is present, 10 in America (United States, Brazil, Mexico, Argentina, Colombia, Chile, Peru, Ecuador, Panama and Dominican Republic) and two in Europe (Spain and Portugal).
The main promotional narratives detected in the report have to do with the support of the President of the United States, Joe Biden, for the LGBTQIA+ collective, with support for the trans community, the celebration of Pride around the world, the promotion of respect for decisions regarding the identity of gender and demands to fly the rainbow flag in key institutions. On the contrary, the most successful detractor narratives are those referring to aversion or hatred once morest this community, denunciations regarding the so-called gender ideology, criticism of the group’s supposed privileges and adoption by LGBTQIA+ couples.
When analyzing by country, most promotional messages come from the United States (69.08%). Next are Spain (12.62%) and Mexico (5.70%). As for detractors, Brazil leads in volume (37.67%) while the countries with the most conversations once morest the group are Ecuador (61.33%), Chile (50.76%), Peru (50.13%) and Republic Dominican (38.74%).
Brazil
According to the study, in Brazil there was a significant decrease of 46.24% in the promoting community, while the opposing community registered an increase of 13.16%. In addition, at the end of 2022, an increase in the number of opposition community members was observed. Among the main positive narratives are the celebration of Pride month, the recognition of the gay pride parade as an important “cause” event for awareness, the promotion of respect for LGBTQIA+ rights and denunciations of violence in prisons. On the other hand, the main opposing narratives involve rejection of the adoption of children by LGBTQIA+ couples, the use of the term “gender ideology” as an attack on the collective, and criticism of supposed “privileges” of the LGBTQIA+ community.
For David González Natal, partner at LLYC and leader of the report, both the growth of hate speech and the metaphorical return to the digital closet by the conversation that celebrates the rights of the collective is worrying. “All this means that, on the one hand, we must think more than ever regarding measures that protect the collective from these attacks they are subjected to on social media, but also regarding how to design positive impact stories that promote positive and supportive conversations. Companies and brands have a clear role in all of this far beyond Pride,” he points out.
Creative campaign: ‘Rainbot’
To help improve LGBTQIA+ pride speech once morest hate speech and raise society’s awareness of how dangerous it is for this group to amplify these derogatory messages, LLYC launched the campaign ‘Rainbot’the first bot that turns hateful tweets once morest the LGBTQIA+ collective into poems that celebrate diversity.
Specifically, it locates these hateful messages on Twitter and, using a generative Artificial Intelligence, detects the offensive words and transforms them into small poems in support of the collective that are then shared so that they can be expanded, thanks to the use of this technology. The bot was developed by the consultancy’s creative and Deep Digital teams.
LLYC is a company committed to the LGBTQIA+ collective that develops diversity plans, including works to raise awareness of prejudice, inclusive policies or the positioning of its leaders. As an example of this, in 2022 the consultancy launched the report “LGBTQIA+ companies and diversity in the digital conversation”, in which the positioning of companies on issues related to LGBTQIA+ diversity was analyzed. For this, the authors analyzed 77.9 million messages from the 25 largest companies and their CEOs with the most followers on Twitter in each of the markets in which the company operates, with the aim of better understanding how companies position themselves on issues of diversity, if they do, and whether their rankings are in line with LGBTQIA+ Pride or held the rest of the year.
The company currently has collaboration agreements with REDI, Pride Connection and INCLUDES CIEE. In addition, LLYC promoted the campaign ‘transparent‘ through its Foundation, which made visible the labor barriers of the collective trans. The project received a silver statuette at the 2022 Impacte Awards and was recognized as one of the 100 best ideas of current economic times.
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