What question did this study set out to answer?

The central aim is to examine how social media users react emotionally and contextually to fast fashion satire.

March 22, 2026Open Access

An Open & Reproducible Digital Humanities Study: Studying Social Media Reactions to Fast Fashion Satire

Key Points

The central aim is to examine how social media users react emotionally and contextually to fast fashion satire.
Conducted a digital humanities analysis of audience responses on social media.
Utilized emotion classification models and topic modelling techniques.
Applied discourse analysis to evaluate the content and themes of reactions.
Identified key emotional responses to satire involving fast fashion.
Revealed prevalent topics of discussion among viewers.
Demonstrated the effectiveness of AI tools like RoBERTa and BERTopic in analyzing social media discourse.

Abstract

This poster is an overview of the Master's thesis project in Digital Humanities by Ka Yee Suvini Lai (see Related Works for the thesis paper titled: Emotion Classification, Topic Modelling, and Discourse Evaluation of Audience Responses to SNL's Fast Fashion Sketch on Social Media: Leveraging RoBERTa, BERTopic and Discourse Analysis). This poster was part of the Open Science Festival 2025 poster session from 8-9 September 2025.

An Open & Reproducible Digital Humanities Study: Studying Social Media Reactions to Fast Fashion Satire

Key Points

Abstract

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