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Alexandra Sweeney

Rage Bait in Marketing: Ethics, Psychology, and Brand Impact

Biography

 

Alexandra Sweeney is a fourth-year Professional Communication student at Toronto Metropolitan University, minoring in Psychology. Her academic focus lies at the intersection of media, marketing, and ethics, with an emphasis on digital storytelling and audience engagement. She has developed strong skills in content creation, research, and public speaking through coursework and hands-on experiences, including university podcast projects and work in fast-paced environments. These roles have sharpened her communication, critical thinking, and adaptability. Passionate about how communication strategies shape public perception and behaviour, Alexandra is dedicated to producing media that is both effective and socially responsible.

Details of Project

Alexandra’s Capstone project explores how rage bait—a tactic that deliberately provokes anger to drive clicks, shares, and comments—is being used in digital marketing. The research examines the psychological triggers behind this strategy and how social media algorithms reward emotionally charged content regardless of tone. She examines case studies involving brands and influencers who used outrage to gain attention, assessing the ethical and reputational consequences they faced. The project also considers the long-term effects of rage-driven media on public discourse, consumer trust, and mental well-being. Ultimately, the goal is not only to critique this manipulative approach but also to propose alternative, value-based strategies that promote authentic engagement and more ethical digital communication.

Lightning talk

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