Misogyny and hate speech
A netnographic study on WhatsApp
DOI:
https://doi.org/10.1590/Keywords:
Hate speech. misogyny. WhatsApp. digital platforms. cybercultureAbstract
This study examines how hate speech against women manifests in
open WhatsApp groups, based on an in-depth analysis of one group.
The research adopts a netnographic approach, structured through a
methodological pathway that includes the development of a theoretical
framework; a documentary analysis of WhatsApp’s terms of service;
artificial participant observation in open WhatsApp and Facebook groups;
content analysis; and semi-structured interviews with experts. The
analysis identifies behaviors ranging from dehumanization to incitement
to violence, highlighting key characteristics of misogynistic discourse
as well as the cultural and behavioral dynamics of participants. The
findings reveal gaps in WhatsApp’s terms of service, expose misogyny,
and demonstrate how hate speech reflects power relations and aims to
subjugate women, harming democracy and human dignity.
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Copyright (c) 2026 Raquel Pereira Rodrigues Leite, Rodrigo Eduardo Botelho-Francisco
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