“The worst is when you peel it and see that there is a worm”: A network semantic analysis of online reactions following Control Portugal’s controversial Instagram post

Bruno Santos, Rui, Da Costa, Bruno Frutuoso and Guimarães Oliveira, Hadassa 2025. “The worst is when you peel it and see that there is a worm”: A network semantic analysis of online reactions following Control Portugal’s controversial Instagram post. Journal of Media Ethics 10.1080/23736992.2025.2608239

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Abstract

This study analyzes the followers’ reactions to Control Portugal, which removed a humorous post from its Instagram page within hours after it was perceived by the public as transphobic. Semantic network analysis was used to identify key themes and discourse patterns in 9384 comments. The findings show that the brand’s distinctive authenticity split public opinion. Some users found the post offensive, whereas others viewed its removal as an act of censorship. After the official apology, the brand’s calculated return to humor and authenticity helped stabilize the conversation in parts of the network, easing the initial polarization. The case study thus highlights the importance of brands designing communication strategies that combine creativity with social responsibility and that ensure digital brand management not only mobilizes but also respects ethical principles.

Item Type:	Article
Date Type:	Published Online
Status:	In Press
Schools:	Schools > Journalism, Media and Culture
Publisher:	Taylor and Francis Group
ISSN:	2373-6992
Date of Acceptance:	26 February 2025
Last Modified:	20 Jan 2026 15:00
URI:	https://orca.cardiff.ac.uk/id/eprint/184073

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