Digital Dimensions
From Myanmar to Japan: Cultural Influence on Content Moderation
Paper Presentation in a Themed Session Réka Brigitta Szaniszló
The research investigates the performance of the Meta Oversight Board (OB) in cases of content moderation where socio-cultural issues (should have) been taken into account, with a particular focus on the evolution of decision-making and policy over time. The research analyses the cases systematically and chronologically from the creation of the OB until the end of 2024. The hypothesis of the analysis is: Null hypothesis (H₀): the type of socio-linguistic issue (explicit or implicit) does not significantly affect decision characteristics. For testing, I used the Chi-Square test of independence. In this case, I tested for the following correlations: 1) type of socio-linguistic question: explicit vs. implicit and 2) decision characteristics: outcome (upheld or overturned), content type (text, image, video) and platform (Facebook, Instagram, Threads). Furthermore, through statistical analysis, the study maps the geographical distribution of cases and identifies regions where insufficient knowledge of local social nuances made it difficult to moderate content. The research sheds light on the importance of linguistic and cultural competences in moderation practice and the impact of these factors on the fairness and accuracy of decisions. The findings highlight the need for continued policy refinement and increased training of moderators to ensure context-aware moderation. This study contributes to the debate on improving global content governance frameworks by calling for a more nuanced approach that takes into account the socio-linguistic diversity of Meta's user base.
Human vs. Machine: The Impact of Generative Artificial Intelligence on Creativity in Portuguese Advertising
Paper Presentation in a Themed Session Hadassa Oliveira, Jorge Verissimo, Stover Eduardo Ezequias
Generative artificial intelligence (GAI) is transforming advertising creativity, raising questions about its role as an ally or disruptor. In this context, our investigation examines how professionals in Portuguese advertising agencies perceive and integrate GAI into their creative processes, identifying its benefits, challenges, and ethical implications. As GAI tools become more prevalent, understanding their impact is crucial for balancing technological efficiency and human originality. Using a qualitative empirical approach, the study conducted semi-structured interviews with managers, designers, and creative professionals from agencies in Castelo Branco and the Lisbon Metropolitan Area. A non-exhaustive sampling method was applied, and MAXQDA software was used to analyze anonymized interviews. Grounded in authors as Flick (2005), Bryman (2012), and Berger (2016), the study explores four hypotheses: GAI enhances efficiency and accelerates creative production (H1), requires careful integration to preserve authenticity (H2), stimulates new forms of creativity (H3), and raises concerns about originality and intellectual property (H4). Findings indicate that GAI is widely used, improving workflow efficiency but also introducing ethical concerns, particularly regarding originality and regulation. In conclusion, this research shows how ethical awareness and regulatory frameworks to ensure responsible GAI use in advertising are relevant and urgent in Portugal. Future research should explore its impact in other Portuguese regions and apply qualitative and quantitative methodologies to deepen understanding of its evolving role in advertising creativity.
The Digital Veil: Modesty and Self-Representation of Saudi Arabian Influencers on Social Media View Digital Media
Paper Presentation in a Themed Session Alessandra Costagliola
On Instagram, many Saudi Arabian fashion and lifestyle influencers engage in facial obscuring techniques to guard their face from public view. These techniques include blurring parts of the face, blocking the face with a phone or object, or crossing the face out using a digital pen, among other techniques. The practice of facial obscuring on social media allows women to remain dually in/visible, providing them an opportunity to engage in the digital public sphere while developing new, transformative and digitized ways of practicing modesty in online spaces. In this paper, I argue that facial obscuring techniques offer a pathway for women to perform modesty in online spaces while still retaining a public persona on social media. Using a content analysis, this paper identifies the how Saudi social media influencers practice modesty in their self-representation online. The findings suggests that Saudi influencers are engaging in digital veiling practices which provide the opportunity for them to remain in/visible in public online spaces.
Brand Effectiveness in an Automotive Organization: The Future of the "Do-It-Yourself" Movement in a Millennial World
Paper Presentation in a Themed Session Isaiah DeMarco
This study explores marketing strategies and organizational culture for a large, USA based automotive parts distributor. Organizational goals are evaluated and include: Industry positioning, target customers, mission statement, market trends, brand activity, and marketing mix. The researcher offers several suggestions to organizational leaders in order to help bring the brand up to spec and effectively target a growing millennial customer base, newly positioned gen-z shoppers, and resist a nationwide decline of the of do-it-yourself car repair industry. Limitations are addressed, and discussion focuses on trends at the national level that necessitate organizational change.
