Group 1 - The article discusses the rapid transformation of public sentiment and the role of social media algorithms in amplifying events, particularly focusing on a recent incident involving a university student that escalated into a cross-national controversy [3][4][8] - It highlights how the initial spread of the incident was facilitated by social media platforms, which prioritize content that generates high engagement, such as gossip and emotionally charged topics [9][10][12] - The article emphasizes the importance of timely responses from brands and institutions during negative public sentiment, suggesting that failure to act within a critical window can lead to a loss of control over the narrative [18][20][33] Group 2 - The piece outlines the mechanisms behind the formation of extreme emotions in public discourse, noting that individuals often quickly take sides without waiting for all facts to emerge, leading to polarized opinions [25][27][29] - It discusses the challenges brands face in managing their reputation during crises, particularly when public sentiment is driven by emotions rather than rational discourse [30][31][32] - The article suggests that brands must proactively identify emotional signals and respond before situations escalate beyond control, highlighting the need for effective communication strategies [34][36][47] Group 3 - The article addresses the cultural misunderstandings that can arise in cross-national communications, particularly how phrases or jokes can be misinterpreted across different cultural contexts [36][38][46] - It stresses the necessity for brands to understand the nuances of language and platform-specific cultures to avoid miscommunication and potential backlash [41][43][50] - The piece concludes with recommendations for institutions to rebuild trust after a crisis, emphasizing the importance of transparency, communication, and reaffirming core values [54][61][63]