The aim of the research is to explore consumer perceptions of masculinity in advertising and determine the effectiveness of these advertising efforts in offering a brand's version of masculinity to men. The researchers analysed consumer comments posted on advertisements where masculinity is a prominent subject on the YouTube platform. By applying…

Mathematics education is compulsory in most secondary curriculums around the globe and is a critical discipline among the STEM subjects. Therefore, as a subject that is highly practical in multiple fields and curriculum subjects, developing mathematical instructional approaches that enhance mathematics education is necessary. This study…

Fandom practices are often considered meaningless and unnecessary. However, the use of social media carries the potential for positive as well as negative impact on the users. Using the framework of Community of Practice, the latest theory addressing community formation and interaction, as its theoretical framework, the study explores the…

Extensive and repeated language exposure is essential for second language learning. While not all learners can get such exposure routinely in face-to-face contexts, English language learners today create pathways to opportunities for learning English through participation in social media communities. The informal exposure to English they obtain…

In times of the rise of the "A4 waist" trend on social networks (SNs), concerns have been raised over appearance-related content's adverse effects on body image and well-being in parasocial relationships. We conducted a survey on Chinese college students (N = 333) to examine the effects of comparison targets (same-gender acquaintances,…

Basic medical sciences education is characterized by the provision of large amounts of theoretical information that leaves little opportunity for promoting student creativity or motivation. In response, the authors investigated meme-related project-based learning (PBL). Memes are humorous media that are widely exchanged online. 1477 students were…

As middle and high school students consume and create their own pornography or use it as a form of violence perpetration known as image-based sexual abuse, school staff struggle to find appropriate responses to these issues. As pornography use becomes more prevalent, and discourse on sexual violence more public, pornography education could become…

The relevance of the research is substantiated by the fact that the information society can be addressed as a stage in the modern civilization formation, which is characterized by the increasing role of knowledge, information, as well as information processing technologies. The number of people employed in the information sphere is growing…

Using focus groups, this qualitative study asked thirty-five gay, lesbian, and bisexual (LGB) young adults to reflect on messages they received about sex and sexuality around the time they first had sex. Focus groups were conducted, recorded, transcribed, and analyzed. Through thematic analysis, the authors identified two messaging sources…

This article follows the development of three then-adolescent male Emirati high schoolers and their literacy journeys through their engagement in various on- and offline affinity spaces. Their stories illustrate how Emirati youth assume identities and manipulate pop culture within these spaces. Underpinned by conceptualization of affinity spaces,…

To maximize the advantages of virtual learning, the present study highlights the potential for Internet meme design and creation in English language learning (ELL) courses as an innovative activity that raises student agency, increases multimodal literacy, inculcates intercultural communication, and teaches idiomatic expression. Memes resonate a…

Mixed methods analyses of an online survey sample (n = 4942) of sexual and/or gender minority youth (SGMY) (age 14-29) explore the relationship between participation in online fandom communities and (1) socially-mediated identity milestones and (2) self-identification, comparing fandom participating SGMY versus non-fandom participating SGMY.…

The aim of this ethnographic study was to trace the English language development of a young boy from Syria (Nate, pseudonym) who relocated to the U.S. at the age of six without any prior exposure to formal schooling. Data were collected over a two-and-a-half-year period and included fieldnotes after weekly tutoring visits and writing samples. Nate…

Neuro-realism is a widely cited concept describing a textual phenomenon in popular science news wherein brain research uncritically validates or invalidates the "realness" of particular beliefs or practices. Currently, no research on neuro-realism examines the variable rhetorical roles of such statements, that is, how they support…

There is a metaphorical incoming tide of information technology (IT) in the global guitar community. This phenomenological study examines the activities of the online guitar community to determine its role in guitar pedagogy. It questions how the traditional teacher-student model can continue to operate amidst the floodwaters of online guitar…