“R-Word” Slurs Triple on X After Donald Trump’s Thanksgiving Post Used the Word

A joint study from Montclair State University faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media and the Department of Justice Studies shows a dramatic increase in content containing the slur “retard” on X after Donald Trump’s Thanksgiving Day Truth Social post used the word.  

Highlights from the study include:

• A 225.7% increase in posts containing the r-word on X.

• About 1.12 million posts using the r-word identified in the week after Donald Trump’s Thanksgiving message used the term.

• The most viewed, liked and shared content in the period studied enthusiastically endorsed the r-word.

• Results are consistent with the period after other prominent accounts used the word, but with greater overall volume reflecting the reach of a U.S. president.

“The normalization of speech that marginalizes has become a prominent part of social media,” said Daniela Peterka-Benton, Ph.D., a professor of Justice Studies at Montclair State University and editor of the book Human Trafficking and Disabilities, which focuses on the vulnerabilities of the disabled community. “The dangers of the online space for those who have been marginalized appear to be increasing rapidly,” she added.

“Influential voices online have a responsibility to do better, and many seem to be shirking that responsibility in cases like this one,” said Bond Benton, Ph.D., professor of Communication at Montclair State University.

The full study, which can be found HERE, was conducted by Benton from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and Peterka-Benton from the Department of Justice Studies.

Media Contact: Keith Green, greenk@montclair.edu, 973-655-3701

About the College of Communication and Media: The College of Communication and Media (CCOM) offers a range of dynamic programs to a talented and diverse student population of over 2,000. Offering degrees in advertising, animation and visual effects, communication and media studies, film and television, journalism and digital media, social media and public relations, sports communication and an online, asynchronous MA devoted to strategic communication and media, the College prepares the next generation of communication and media practitioners and leaders. Founded in 2012 and housed in world-class, state-of-the-art facilities just 12 miles from New York City, the College is the only program in the country that offers the following opportunities for students: a radio station (WMSC), newspaper (The Montclarion), strategic communications agency (Hawk Communications), sports network (Red Hawk Sports Network) streaming platform (Hawk+), digital newsroom (News Lab) and studio, and a social media listening center (Joetta DiBella and Fred C. Sautter III Center for Strategic Communication). The College also has a Student Success team, including dedicated Career Services and Advising professionals who prepare students for the internship and job search process. Student projects and programs have recently received national recognition from PRSSA’s Bateman Competition, an Edward R. Murrow Award, several Marconi Award nominations, and College Television Awards (“Student Emmy” awards) from the Academy of Television Arts & Sciences. The College is also home to the Center for Cooperative Media, which serves the public by working to grow and strengthen local journalism and media. Through $7.1M in grants awarded over the last five years, the Center focuses on collaboration in journalism, media equity, media coaching and training, civic science and research. The Center is also home to the NJ Civic Information Consortium, the largest funder of media and journalism in  New Jersey, granting more than $10M over the last five years to support independent local media, journalism and training initiatives.