Setting socially mediated engagement parameters: A topic modeling and text analytic approach to examining polarized discourses on Gillette’s campaign

Opinions on social and political issues can be easily polarized in socially mediated contexts. Using an inductive topic modeling and text analytical approach, the study analyzes more than 100,000 original tweets on polarized discussions on Gillette’s controversial campaign addressing toxic masculinity. Results suggest that influencers serve as ideological hyper-prototypes that attract significant attention equally from supporters and detractors, while hashtags and users’ reference of current events span the conversations across multiple contexts. Study results also indicate that horizontal information cascades from external ideologically centered sources that serve users’ identity and ideological signaling are a potential contributor of discourse polarization. Based on the study results, an identity- and representation-based approach to understanding socially mediated discourses is proposed, and four parameters of socially mediated engagement identified to further theorize engagement for public relations research in digital contexts.