Research note: Likes, sarcasm and politics: Youth responses to a platform-initiated media literacy campaign on social media

• DOI: 10.37016/mr-2020-67
• Publication Date: 2021-04-28T04:15:35Z
• Authors: Ioana Literat; Abubakr Abdelbagi; Nicola YL Law; Marcus Y-Y Cheung; Rongwei Tang
• Keywords: Media Literacy; Sarcasm; Relevance

To better understand youth attitudes towards media literacy education on social media, and the opportunities challenges inherent in such initiatives, we conducted a large-scale analysis of user responses to recent campaign TikTok. We found that reactions cam-paign were mixed, highly political nature. While young people appreciated urgency understood its relevance their participation, many displayed sarcastic attitude, criticizing both content dissemination campaign. Based these responses, identify key takeaways recommendations can valuably in-form future campaigns media.