From Response to Critical Consciousness

Although school-based anti-bullying programs—both direct and digital—are widely implemented, they have yet to effectively prevent the prevalence of bullying. This study aims to explore how initial emotional reactions can evolve into critical consciousness and public engagement in bullying prevention via digital platforms. Utilizing a netnographic approach, this research examines how emotional responses expressed online develop into deep reflection, subsequently sparking critical awareness and public participation. Data were collected from audience comments on YouTube videos depicting bullying incidents and school-based prevention efforts. These data were analyzed using NVivo to identify patterns of interaction within the comment sections. The findings reveal that viewers do not merely express emotional reactions; they also reflect on personal experiences and critically analyze existing institutional policies. Through the lens of Paulo Freire’s framework, the critical analysis offered by the audience suggests an emerging critical consciousness regarding bullying as a symptom of structural inequality within schools, though it has not yet reached a state of “true” critical consciousness. Genuine critical consciousness requires a praxis—a bridge between the ability to view phenomena critically and the commitment to concrete action. This study proposes an alternative approach focused on structural improvements sensitive to bullying dynamics, which can serve as a foundation for formulating more effective digital prevention strategies. Practically, the findings recommend that policymakers and activists optimize the use of digital media as a strategic tool to bolster school-based bullying prevention efforts.