Abstract
We analyzed an episode on Twitter of the virtual lynching of a trans man for his participation in a Father’s Day advertising campaign in 2020. The comments were analyzed based on the primacy of the object, underpinned on Critical Theory, in Studies on the Authoritarian Personality and on The Dialectics of Enlightenment. From the 461 posts, we derived 7 categories: 1 Religious Conservative; 2. Projective elements; 3. Elements of destructiveness; 4. Preoccupation sex; 5. Humor and irony; 6. Political-economic base; 7. Defense of the company and/ or Thammy. We intend to contribute scientifically and critically to the understanding of what underlies contemporary relationships, especially in virtual environment.
Keywords:
Critical Theory; Prejudice; Virtual Lynching; Transphobia; Social Media