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 2024年5月2日 by a team of faculty from the Joetta Di Bella和Fred C. Sautter III Center for Strategic Communication in the 传播与媒体学院 at 十大博彩推荐排名州立大学 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%), 恶心(27%), 愤怒(9%).

这项研究是由Dr. 罗毅博士. 瑾崔和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. 值得注意的是, 这一时期发生了惊人的36起,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”医生说。. 瑾崔, Assistant Professor at Montclair and Director of Data Analytics for the Center for Strategic Communication. “然而, 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:

悲伤(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, 唐纳德·特朗普的竞选势头, 当前的经济影响(例如.g., surging food prices, rising inflation rates, etc.) of the Biden administration, and doubts about President Biden’s mental wellness. 值得注意的是, a second strong wave of sadness emerged right after Biden’s State of the Union speech on March 8.

恶心(27%). 厌恶, 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, 限制堕胎权利, classified document mismanagement by Presidents Biden and Trump, mental as well as physical wellness for Democratic and Republican’s presidential candidates, 以及边境政策的执行.

愤怒(9%). The outrage exhibited on social media appears to shift with the evolving Israel-Hamas war. 具体地说, social media users vented strong fury against the Biden administration’s support and funding violence in Rafah, 明确地称之为“种族灭绝”.”

保持乐观: 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.

其他主要发现: Social conversations championing women’s rights jumped 74% in the observation period, including a staggering 93% increase of social chats about humanitarian aid, 粮食援助, 开放援助通道, 以及加沙妇女和女童的权利.

“The data show that Gen Z social media users are understandably emotional about a number of issues,”医生说。. 罗. “T在这里 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.”

完整的研究，可以找到 在这里, 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.

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关于传播与媒体学院: The 传播与媒体学院 offers a range of dynamic programs in communication and media to a talented and diverse student population of over 1,800. 提供电影和电视学位, 社会媒体和公共关系, 广告, 新闻与数字媒体, 体育交流, 传播与媒体研究, 动画和视觉效果, and an MA devoted to strategic communication, the School prepares the next generation of communication and media practitioners and leaders. The School houses award-winning student programs that include 赛事中广播, 的Montclarion 报纸,  鹰通信 机构, 红鹰体育网, 鹰+ OTT流媒体平台，以及 新闻实验室，以及 合作媒体中心, which serves the public by working to grow and strengthen local journalism. Student projects and programs have recently received national recognition from PRSSA’s Bateman Competition, 爱德华R莫罗奖, 多次获得马可尼奖提名, and a College Television Award from the Academy of Television Arts & 科学.

媒体接触: Keith Green, 传播与媒体学院, 973-655-3701 or greenk@hebhgkq.com