Mass Media

Research

GROUP 9
SYBMM

Subject of
Research

an online platform and

social media website

Subject of
Research

Users upload and share

content

Research
Objective

To highlight the
disconnect
between the
ideas of the
users of 9GAG
and their

behaviour

Research
Objective

Such websites
blatantly

promote
biases like
sexism, racism,
classism,
stereotypes

Research
Objective

We seek to find
the reasons for

its
consumption

Hypothesis

Despite user
agreement on the
obvious biased
nature of the
content on 9gag,
there is a disparity

between the
beliefs and actions
in terms of usage

Research
Questions

1
Do 9GAG users find
the site content to
be biased in nature?

Research
Questions

2
Do 9GAG users have
a favourable opinion
about the site?

Sample Size

18 21
years
22 26

The most
avid
consumers

Why do you
browse
9gag?
o It is fun and entertaining
o It is a legible source of
information
o To while away time
o Social networking purposes
o Other

1
To find whether the
users took the
content seriously
enough to protest or
criticise it

Why do you
browse
9gag?
o It is fun and entertaining
o It is a legible source of
information
o To while away time
o Social networking purposes
o Other

Why do you browse 9GAG?

67

25

16
1

Do you surf
NSFW
regularly?

o Yes
o No

2
To observe the
preference of the
sample group in
terms of NSFW (Not
Safe For Work)
content

Do you surf
NSFW
regularly?

o Yes
o No

76

Do you surf NSFW regularly?

27
14
No 18-21 years

No 22-26 y ears

Yes 18-21 years

8
Yes 22-26 years

Do you think there

are more posts
based on
stereotypical
women than men?

o Yes
o No

3
To observe the
opinion of the
sample group on
whether the content

on the website
tended to be sexist

Do you think there

are more posts
based on
stereotypical
women than men?

o Yes
o No

Do you think there are more posts based on stereotypical women than men?
54

36
22
13

No 18-21 years

No 22-26 years

Yes 18-21 years

Yes 22-26 years

According to
you, posts with
what kind of
content is
biased against
women?
o Sexual experience
o Memes on stereotypical
women
o Pictures objectifying
women
o Nudity

4
To observe what the
sample group
perceived to be
sexist posts against
women

According to
you, posts with
what kind of
content is
biased against
women?
o Sexual experience
o Memes on stereotypical
women
o Pictures objectifying
women
o Nudity

According to you, posts with what kind of content is biased against women?

39
19
11

21

16
23111

11
0

111121
0

How many times do

you come across posts
that are either
offensive, misleading,
or promoting
stereotypes?

o Frequent
ly
o Someti
mes
o Rarely

5
To understand the
attitude of the
sample groups

towards
stereotypical
content

How many times do

you come across posts
that are either
offensive, misleading,
or promoting
stereotypes?

o Frequent
ly
o Someti
mes
o Rarely

How many times do you come across posts that are either offensive, misleading, or promoting stereotypes?

37

35

16

15
3

14

Do you think certain

religious and
cultural groups are
portrayed
negatively?

o Yes
o No

6
To observe whether
the sample group
thought that there
was xenophobic

and judgemental
content on the
website

Do you think certain

religious and
cultural groups are
portrayed
negatively?

o Yes
o No

Do you think certain religious and cultural groups are portrayed negatively?
56

34
25
10

No 18-21 years

No 22-26 years

Yes 18-21 years

Yes 22-26 years

On a scale of 1-10,
what are the
chances of you
recommending
9GAG to your peers?

o 1 least likely
o 10
Extremely

7
To understand

whether the
website is deemed
worth
recommending by
the sample group

On a scale of 1-10,
what are the
chances of you
recommending
9GAG to your peers?

o 1 least likely
o 10
Extremely

Mean ~
5.65

On a scale of 1-10, what are the chances of you recommending 9GAG to your peers?
23

15

14
10

6 6 5
2

Mean ~
5.48

4 3
2 3

6
1 2

Mean ~
5.94

Hypothesis:
Proven or
Disputed?

Our hypothesis is

based on two
research
questions

Hypothesis:
Proven or
Disputed?

Do 9GAG users find

the site content to
be biased in nature?

Do 9GAG users have

a favourable opinion
about the site?

Hypothesis:
Proven or
Disputed?

The sample group

understands the
racist, sexist,
xenophobic nature

of 9GAG content
exists

Hypothesis:
Proven or
Disputed?
Respondents are still
avid users of 9GAG,
etc

Hypothesis:
Proven or
Disputed?
Our hypothesis
has been proven

Mass Media
Research
Jagrati Bhati 07
Iwan Lyngwa 36
Maria Mascarenhas 38
Rhea Tony 45
Ananda Mukerjei 46
Ruchi Singh 62