Polarization, virality and contrary sentiments for LGTB content on Instagram, TikTok, and Twitter

Abstract

Digital platforms are spaces for social participation with significant value in the development of the identity of adolescents and emerging adults. The objective is to identify the behavior and visibility of LGBT content using Instagram, TikTok, and Twitter posts of such content from May 16 to November 16, 2022, collecting 539,389 posts. Social media monitoring techniques gathered the posts with the keywords “LGTB” or “LGBT” in Spanish and English, forming the database. The methodology is based on a mixed design: first, the database is analyzed using Big Data techniques and, second, the 10 most viral posts from each social network are selected. The results show that dissemination of gender identity in content and meaning is uneven across the various social networks. Twitter profiles have a higher number of posts (61%), polarization, and lower virality and exhibit visible LGBTphobia. Instagram has a number of posts (37%) and average virality, with positive sentiments. TikTok has fewer posts (2%), less polarization, positive messages, and extreme virality. The three networks consider the Pride demonstrations to be a symbol of the community because they destabilize and confront LGBTphobic oppression by occupying public spaces, opening the closet without stigma or shame, as is reflected on social networks. The behavior of LGBT content on these platforms is multidimensional, uneven, and differentiated, which demonstrates the necessity of ensuring respect for the diversity of sexual orientation and gender identity on digital platforms.