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Bullying on YouTube:

The Media Representation of Bullying, Anti-Bullying, and Bystanders

Thank you,

cahernand@hartford.edu

3. Hate Narrative

Analysis

5. YouTube = Entertainment

Hate expressions, verbal and relational> highly concerning. "Go kill yourself" motto.

2. Radical Approach

1. Othering the Other

Conclusions

Avoid binary, essentialist approaches> bullying, fluid process.

Prevalent hate script> FtF aggressions, cyberbullying, and suicide

4. Bullying Roles

YouTube> land of entertainment and profit.

Commercialization of the medium>

May affect content, critical messages (Croteau et al., 2012).

Context> patriarchy, capitalism (profit, consumers).

Binary, essentialist roles (except Bullying, Stop It).

1. Hegemonic representations of bullying and anti-bullying> reinforce bulling.

Role of media and society in bullying.

  • Victims>Mainly White, middle or upper-middle class, cisgender, heteronormative.
  • Most individuals, conforming, consumerist. No gender-questioning. Gendered behavior and physical appearance.
  • Only portrayal of homophobic bullying> the film Love Is All You Need? **

Ideological values: aggressive masculinity, peer-objectification, mean behavior, status, competition, individualism, heteronormativity.

YouTube partners> dream of becoming rich.

2. Field needs radical approach.

Avoid youth demonization.

New terminology.

Bully-victim> two testimonials (Dyrus and Shane).

3. New role of Communication.

Commodification of bullying>

General users, partners (Erakat, Onision), companies (Machinima, Office Depot), companies advertised, and Google

All benefit from bullying> marketing, selling products, attracting viewers, ad revenue

Basic Findings

3. New Role of Communication

Machinima

Office Depot

Erakat

Onision

Media literacy

1. Hegemonic Representations of Bullying and Anti-Bullying

  • Producers and distributors> General users, YouTube partners, companies, and religious organization.
  • Young (teens, college students).
  • Individualist approach.

Mormon Church

Communication skills

By ignoring diversity it reinforces idea of otherness and deviant.

Bullying

Individualist approach to bullying prevents collectivist responses, social activism.

2. Mocking and Trivializing Narrative

Bullying is “a subtype of aggressive behavior, in which an individual or a group of individuals repeatedly attacks, humiliates, and/or excludes a relatively powerless person” (Salmivalli, 2010, p. 112).

Homophobic, sexist, and racist> new lad (Milestone & Meyer, 2012).

Commodification of bullying trivializes and coopts anti-bullying messages (such as Office Depot), neutralizing its challenging power.

VERBAL- PHYSICAL-RELATIONAL

CONSEQUENCES> psychological, emotional, and behavioral.

Profit oriented nature of YouTube> may difficult the access to more critical texts.

ROLES> bully, victim, bully/victim, and bystanders.

Bullycides

BYSTANDERS> Assistants of bullies

Reinforcers of bullies

Outsiders

Defenders of the victim

(Salmivalli, 2010).

Origin Field

Scandinavia, 1970s.

Dan Olweus

U.S.

Impact of school shootings

(Leary et al., 2003).

Amanda Todd, 1996-2012

Tyler Clementi, 1991-2010

Methodology

Phoebe Prince (1994-2010)

  • Textual analysis videos on YouTube.
  • Examines narratives and ideological themes portrayed in the sample.
  • Modest political economy analysis.

Research Question

Cultural Studies, Critical Theory, Queer Theory, Media Feminist Theory

Justin Aaberg, 1995-2010

Sampling

Sample

What are the prevalent themes in the media construction and representation of bullying, anti-bullying, and bystanders in mainstream and homophobic bullying that younger audience consume and/or generate?

Ten videos, criteria

1. Search: bullying, anti bullying.

2. Filters: last year, views.

3. Selection: English-only, only bullying (repetition, no random aggressions), no age restricted.

1. The Bullying Experiment! (Erakat, 2013a).

2. 1D + OD Together Against Bullying (One Direction and Office Depot) (Office Depot, 2013).

3. "Hey" - Short Film on Bullying (Lugo, 2013).

4. The Most Beautiful Way To Stop A Bully I've Ever Seen (TDA Group, 2013a).

5. 8 Ways to Bully a Kid in Minecraft - School Edition (Part 19) (iancoullahan1, 2013).

6. Stop bullying! - A Monster High movie (SkyElekta, 2013a).

7. Bullying - Stop It (Mormon Channel, 2014).

8. Cyber Bullying (Onision, 2013b).

9. Dyrus on Bullying (MachinimaVS, 2013b).

10. When Bullying Leads To Suicide:R.I.P Cade Parker This Tribute Is For You:) (Whittington, 2013b).

fictional

texts

testimonials

anti-bullying campaign

opinioned

sketches

Carmen Hernandez-Ojeda

Thesis Defense

Spring 2014

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