Abstract 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.

中文翻译：

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设置社会中介参与参数：一种主题建模和文本分析方法，用于检查吉列竞选活动中的两极分化话语

摘要 在社会中介的背景下，对社会和政治问题的意见很容易两极分化。该研究使用归纳主题建模和文本分析方法，分析了超过 100,000 条关于吉列有争议的针对有毒阳刚之气的运动的两极分化讨论的原始推文。结果表明，影响者作为意识形态的超原型，同样吸引了支持者和批评者的极大关注，而主题标签和用户对时事的引用跨越了多个上下文的对话。研究结果还表明，服务于用户身份和意识形态信号的外部意识形态中心源的横向信息级联是话语极化的潜在因素。根据研究结果，