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    1. Research

      Mocked as "Disastrous," Viral Film Niu Lai Actually Sparked Global Joy, Montclair Study Finds

      A Montclair State University analysis of 26,000+ social posts found that despite widespread mockery of its animation, 62% of the online conversation around the Chinese film Niu Lai expressed joy, generating more than 26 million impressions on X during its viral surge in August 2026.

      Two characters in animated movie looking at each other.
    2. Research

      CCOM Researchers Find Major Gap Between X Sentiment and Real Audience Reactions to "The Odyssey"

      Sentiment on X about the film "The Odyssey" was 1,200% more negative than the views of verified audience members, according to a new study

      Man in helmet with gold spine on the back of his head riding into war. It is dark and foggy and you can see the outlines of the mountains ahead.
    3. Research

      San Diego Mosque Shooters’ Manifesto Includes 38 References to Mass Shooters and 11 References to the “Great Replacement” Conspiracy

      Researchers from Montclair State University’s Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of

      Graphic of mean comments coming out of a laptop.
    4. Research

      Bad Bunny Dominates Buzz Metrics With 892.8% More Mentions and 3× the Search Interest vs. Kid Rock

      A study by Montclair State University faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the

      Bad Bunny left side and Kid Rock on the right side, comparison view.
    5. Research

      Beyond Turnout: What Gen Z’s Social Media Reactions Reveal About the 2025 New Jersey’s Gubernatorial and NYC’s Mayoral Elections

      This study explores Gen Z’s social media reactions to two pivotal elections held on Nov. 4, the New Jersey gubernatorial election and the

      Header image of three posts discussing the mayoral and governor races.
    6. Research

      “R-Word” Slurs Triple on X After Donald Trump’s Thanksgiving Post Used the Word

      A joint study from Montclair State University faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in

      Graph showing many posts used the "r-word" after Donald Trump's Thanksgiving event.
    7. Research

      Montclair Study: Data Suggests Political Posts on X are Inconsistent with Voter Behavior

      A study from Montclair State University researchers in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the

      Bar graph showing results of X posts compared to Voter Behavior.
    8. Research

      Interest in “Pumpkin Spice” simmers down in 2025, Montclair social media analysis finds

      *Social media posts reflect fatigue about pumpkin spice, concerns about price increases, and a growing mockery/memes* MONTCLAIR, N.J.-- A

      A graph chart showing three years' worth of data with sharp dips in orange in semi-frequent intervals.
    9. Research

      Social Media Study: Swift-Kelce Engagement Dramatically Boosts Engagement for Brands

      The Power Couple's Engagement created a 96% increase in NFL discussion and a 63% boost for Ralph Lauren, while 82% of social media posts

      A man and a woman embracing. He is on the left wearing a dark shirt and she is on the right wearing a striped dress.
    10. Research

      Online QAnon related voices are making 64% fewer posts about human trafficking

      MONTCLAIR, N.J.- July 24, 2025-A joint social media study from Montclair State University faculty in the Joetta Di Bella and Fred C. Sautter

      A graphic depicting online activity on the human trafficking topic measured against time.