Abstract

This study applied discourse analysis to over 1500 publicly posted comments following the multilingual Coca-Cola ‘It’s Beautiful’ commercial which aired on 2 February 2014 across the United States. Discursive analysis found that immigrant groups were discussed by about one-third of respondents in predominantly negative ways. People employed categorization, comparison, consensus, generalizations, metaphors, rhetorical questions, and directive speech acts to discuss the commercial and immigration, more generally. The frequent presence of such negative responses to the commercial suggests that anti-immigrant sentiments continue and possibly are intensifying among segments of the population in the United States. The Model of Normalized Hate Speech is presented here, in order to promote future inquiry and understanding in this area.