Quiet Quitting Out Loud: A Qualitative Study of Digital Communication Through Public Discourse on YouTube Regarding an Evolving Work Behavior Trend

This dissertation examines the phenomenon of online discourse surrounding quiet quitting, a trending movement that has gone viral on social media. This trend encourages individuals to set work-life boundaries and reject excessive labor demands by contributing only what is required at work. The study aims to explore how news sources and users alike engage with this concept, particularly using YouTube as a platform for advocacy and community-building. A qualitative content analysis was conducted to analyze a sample of news segment videos published on YouTube on the topic of quiet quitting, focusing on emerging themes within those conversations and the role of social media in shaping public discourse on labor issues. The study included an in-depth content analysis of the themes and sentiments found in both the published videos and the comments sections for each piece of content, wherein dialogue could be found which debated the topic in response to the video content and based on users’ experiences. The quiet quitting movement fosters a sense of community, where users share personal stories, advice, and solidarity with others who prioritize their well-being over occupational demands. It also brings forth speakers in the videos and users who oppose this behavior. Preliminary findings suggest that YouTube serves as a space for users to challenge narratives around work culture and acknowledge various causes and remedies for undesirable work culture and the resulting quiet quitting behavior. The study concludes that social media platforms like YouTube play a critical role in amplifying the voice of discontent workers by providing a space for marginalized voices to contribute to broader conversations about fulfilling or exceeding one’s job responsibilities.