A CRITICAL DISCOURSE ANALYSIS OF HATE SPEECH COMMENTS IN JENNIE BLACKPINK'S TIKTOK ACCOUNT

Abstract

Abstract

This study analyzes hate speech comments directed at Jennie on TikTok using Sara Mills’ Critical Discourse Analysis (CDA). The study aims to reveal the representation of women, subject-object positions, and reader positions within hate speech comments. This research uses a descriptive qualitative method with data taken from comments on Jennie’s official TikTok account (@jennierubyjane). From 35,500 comments, 116 hate speech comments were identified, and 15 comments from female users were selected through purposive sampling. The findings show that Jennie is positioned as the object of negative judgment through labels such as “lazy” and “unprofessional,” while the commenters position themselves as dominant subjects who judge and criticize Jennie. These comments also influence readers to accept negative views toward Jennie and reproduce patriarchal ideology and gender inequality in social media discourse.