03.14.16
Dove is continuing its #SpeakBeautiful campaign by partnering with Twitter to launch new "Tweet Technology." The technology allows Dove to analyze a Twitter's user's tweets about apearance - and combat negativity on social media with positive replies.
The technology is called the #SpeakBeautiful Effect, but users have to opt in to participate for their tweets to be analyzed by retweeting an invitation from @Dove.
Jennifer Bremner, director of marketing, Dove, says, “Body-shaming has sadly become a normal part of today’s online interactions, but sometimes we do not realize the role we are playing in that conversation—only 9% of women admit to participating in negative behavior on social media. The good news is that we all have the opportunity to make a difference. Dove and Twitter designed the #SpeakBeautiful Effect to give women and girls personalized insight into their tweets and the emotional impact they can have on themselves and others.”
How It Works
The technology uses an algorithm that analyzes a user's tweets for the past 6 months using custom linguistic classifiers, built specifically for #SpeakBeautiful.
The classifiers look for body and beauty-related terms and emotions within tweets to analyze how words are used in relations to the subject of the sentence. A variety of details about a user's tweets is reported, based on word analysis, including how frequently certain words are used, etc.
Users will receive insights that include the most common emotion expressed in their tweets about beauty; an alalysis of how often they use these words compared to the most popular positive and negative words about beauty, body and appearance used by other women across Twitter; the time of day that the user, and other women, tweet most frequently about appearance - and whether it is positive or negative; and the the percentage of body positivity tweets by regions across the U.S.
The Impact of Social Media on Girls' Self Esteem
Dove commissioned new research with social media scholar and principal researcher at Microsoft Research, Danah Boyd, to better understand how girls are effected by social media. 95% of girls have seen negative beauty posts, comments, snaps, videos or photos, and 72% see these beauty critiques at least once a week.
Boyd says, “The next generation is growing up fully immersed in a social media world where female empowerment is at its peak. Girls have heard the message loud and clear that positive self-image matters, but they’re also struggling with what it means in practice. We’re seeing a growing desire among the next generation to change the world through social media movements, and we have an incredible opportunity to offer girls the online tools to make this change happen.”
New Dove research also shows girls today are searching for a way to make a difference on social media, and 62% of girls wish social media would teach and empower them about body positivity, instead of being a place of negativity and defeat.
Now with Dove's new Tweet Technology, they can participate in the #SpeakBeautiful campaign to help inspire change.
The technology is called the #SpeakBeautiful Effect, but users have to opt in to participate for their tweets to be analyzed by retweeting an invitation from @Dove.
Jennifer Bremner, director of marketing, Dove, says, “Body-shaming has sadly become a normal part of today’s online interactions, but sometimes we do not realize the role we are playing in that conversation—only 9% of women admit to participating in negative behavior on social media. The good news is that we all have the opportunity to make a difference. Dove and Twitter designed the #SpeakBeautiful Effect to give women and girls personalized insight into their tweets and the emotional impact they can have on themselves and others.”
How It Works
The technology uses an algorithm that analyzes a user's tweets for the past 6 months using custom linguistic classifiers, built specifically for #SpeakBeautiful.
The classifiers look for body and beauty-related terms and emotions within tweets to analyze how words are used in relations to the subject of the sentence. A variety of details about a user's tweets is reported, based on word analysis, including how frequently certain words are used, etc.
Users will receive insights that include the most common emotion expressed in their tweets about beauty; an alalysis of how often they use these words compared to the most popular positive and negative words about beauty, body and appearance used by other women across Twitter; the time of day that the user, and other women, tweet most frequently about appearance - and whether it is positive or negative; and the the percentage of body positivity tweets by regions across the U.S.
The Impact of Social Media on Girls' Self Esteem
Dove commissioned new research with social media scholar and principal researcher at Microsoft Research, Danah Boyd, to better understand how girls are effected by social media. 95% of girls have seen negative beauty posts, comments, snaps, videos or photos, and 72% see these beauty critiques at least once a week.
Boyd says, “The next generation is growing up fully immersed in a social media world where female empowerment is at its peak. Girls have heard the message loud and clear that positive self-image matters, but they’re also struggling with what it means in practice. We’re seeing a growing desire among the next generation to change the world through social media movements, and we have an incredible opportunity to offer girls the online tools to make this change happen.”
New Dove research also shows girls today are searching for a way to make a difference on social media, and 62% of girls wish social media would teach and empower them about body positivity, instead of being a place of negativity and defeat.
Now with Dove's new Tweet Technology, they can participate in the #SpeakBeautiful campaign to help inspire change.