Document Type
Paper
Publication Date
Spring 5-3-2024
Abstract
The demographics of Gen Z have positioned it to potentially have the greatest impact of any emerging generation in the upcoming election. As this generation consumes social media at a rate higher than any other generation, evaluation of the themes and tone surrounding the election in social media is particularly important for understanding Gen Z and politics. Results show election themes and issues in social media reveal negative emotional sentiment (77%) online is more than double the amount of positive sentiment, with “sadness, disgust, fear, anger” far outpacing optimistic sentiment such as “joy.”
Publisher
Center for Strategic Communication, School of Communication and Media, Montclair State University
MSU Digital Commons Citation
Luo, Yi; Choi, Jin-A; and Benton, Bond, "Negative Emotions on Social Media Dominate Gen Z's Decisions for the 2024 Election" (2024). School of Communication and Media Scholarship and Creative Works. 47.
https://digitalcommons.montclair.edu/scom-facpubs/47