Hate-Following in the Digital Age: Its Impact on Burnout Among Mass Media Students
1Mr. Avinash Kunju, Author 2Sasha Fernandes, 3 Ria Sharma, 4Neha Khandolkar, 5Kaushikshankar Das
1Assistant Professor: Department of multimedia & Mass communication (Pillai college of Arts, Commerce & Science, Ponvel)
2Student: Department of multimedia & Mass communication (Pillai college of Arts, Commerce & Science, Ponvel)
3Student: Department of multimedia & Mass communication (Pillai college of Arts, Commerce & Science, Ponvel)
4Student: Department of multimedia & Mass communication (Pillai college of Arts, Commerce & Science, Ponvel)
5Student: Department of multimedia & Mass communication (Pillai college of Arts, Commerce & Science, Ponvel)
Abstract - The rise of digital media has significantly transformed the way audiences engage with online content, introducing new behavioral patterns such as “hate-following.” Hate-following refers to the act of consuming content from creators or accounts that individuals dislike, often driven by curiosity, entertainment, or the desire to criticize. Despite the negative emotions associated with such content, users continue to engage with it, contributing to its visibility and success within algorithm-driven platforms.
Mass Media students, being active participants in digital environments, are frequently exposed to a wide range of content, including content that may provoke irritation or disagreement. This repeated exposure to emotionally triggering content may contribute to digital fatigue and burnout. Digital burnout is characterized by mental exhaustion, reduced motivation, and emotional strain caused by excessive or negative digital consumption.
This study aims to explore the relationship between hate-following behavior and digital burnout among Mass Media students. It seeks to understand the motivations behind hate-following and examine whether engaging with disliked content has a measurable impact on emotional well-being.
By analyzing patterns of engagement and emotional responses, the research attempts to highlight the paradox of users voluntarily interacting with content that negatively affects them.
The findings of this study are expected to provide insights into contemporary digital consumption habits and contribute to a better understanding of how negative engagement patterns influence mental health and media behavior. The study is based on a quantitative survey conducted among 70 Mass Media students using a structured questionnaire.
Key Words: Hate-following, Digital Burnout, Social Media Engagement, Negative Content Consumption, Attention Economy, Algorithmic Influence, Media Behavior, Emotional Well-being, Mass Media Students, Digital Fatigue
