Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

In this chapter, the researchers have collected a variety of available literature and studies

relevant to the topic of the study, which is about the effectivity of digital campaign against

cyberbullying among senior highschool students of Cipriano P. Premicias National Highschool.

These include information and ideas that could be very helpful and make this study stronger.

Related Literature

Foreign Literature

Cyberbullying

In the study of Güllü et al.(2023) one of the most fundamental problems many students

face in school is bullying. This form of harassment, known as cyberbullying, has emerged as the

use of the internet and other digital media has increased in recent years. The purpose of their

study is to determine the extent of secondary school students’ cyberbullying and cyber

victimization experiences, to see if there is a correlation between cyberbullying and cyber

victimization, and to explore how students’ cyberbullying or cyber victim status influences their

cyber victim or cyberbullying behavior. Unlike experimental studies, which use manipulation

and random assignment of participants and conditions, the study employed a causal-comparative

research design, in which the researcher investigates the causes and consequences of differences

between groups. According to the findings, cyberbullying is significantly and positively

influenced by cyber victimization. Instead of looking at cyberbullying in isolation, it was

cyberbullying and cyber victimization holistically.

Digital campaigns

Research has shown that digital campaigns targeting cyberbullying can be effective in

raising awareness, educating students, and fostering a safer online environment. Smith et al.

(2019) examined the impact of a social media-based anti-cyberbullying campaign on a sample of

senior high school students. The results indicated a notable increase in students' knowledge about

cyberbullying and a significant reduction in reported incidents of cyberbullying following thei r

expo to the campaign.

Furthermore, the research conducted by Johnson and Brown (2020) highlights the

positive role of online forums and interactive campaigns in engaging students in discussions

about cyberbullying. Their study found that students who actively participated in these digital

campaigns were more likely to develop empathy and resilience, making them less vulnerable to

cyberbullying and more inclined to report incidents

Digital Gadgets

The relevance of the problem and the consequences of the popularity of modern gadgets

(smartphones, laptops, smart TVs, game consoles, health trackers, smart watches, webcams,

iPads and tablets, earphones) among primary school students during and beyond the educational

process. The author presents the results of a survey conducted with HEI academic staff regarding

their attitude to the problem and their awareness of the most effective gadgets for the

enhancement of educational process. Their study also proves the failings of the uncontrolled use

of modern technologies among younger students, which has apparently become one of the major
reasons for the spread of cyberbullying and aggression in the school environment. Among the

results of the study, there is an increase in the number of scientific publications, both domestic

and foreign, which shows the considerable interest among scientists and the urgent need in the

context of searching ways of preventing and combatting cyberbullying among primary school

students.

Local Literature

Cyberbullying Detection

Cyberbullying is a form of harassment that takes place in the internet where a bully sends

a harsh message to harass the receiver. In this study, a learning model is developed using

Convolutional Neural Network (CNN), which is usually used for image, and is then used to

create a system for detecting cyberbullying in online game chat logs. Chat logs collected from

Dota and Ragnarok were preprocessed and annotated. 60% of the data were used for training,

30% were used for testing the generated model and the remaining 10% were used for validating

the developed model.

After validation, the accuracy of the CNN model yielded to 99.93%. Based on the results

of validation, the CNN model tends to overfit, even with regularizations applied, and was not

able to generalize well. For comparison, another model was created using Naïve Bayes and the

accuracy yielded to 92.23%. It can be concluded that detecting cyberbullying using Naïve Bayes

is already possible, however, the accuracy is still not comparable to existing DNN models. While

the use of CNN model results to overfitting, it is recommended to explore on other DNN

architectures for online games chat logs.

Twitter is widely used to explore on the opinions of the public in variety of topics. It has

constantly gained popularity as good source of information for visualization-centered

application. Their study uses a tweet visualization tool to present the opinions of students. The

results of their study indicate that most of the students feel pleasant on cyberbullying as the

university administration officers continuously drives information awareness campaign that

decreases fear and unpleasant emotion among the senior high school students. Therefore,

cyberbullying among senior high school students remain an important concern for educators and

students.

Related Studies

Foreign Studies

The article substantiates the relevance of the problem and the consequences of the

popularity of modern gadgets (smartphones, laptops, smart TVs, game consoles, health trackers,

smart watches, webcams, iPads and tablets, earphones) among primary school students during

and beyond the educational process. The author presents the results of a survey conducted with

HEI academic staff regarding their attitude to the problem and their awareness of the most

effective gadgets for the enhancement of educational process. Their study also proves the failings

of the uncontrolled use of modern technologies among younger students, which has apparently

become one of the major reasons for the spread of cyberbullying and aggression in the school

environment. Among the results of the study, there is an increase in the number of scientific
publications, both domestic and foreign, which shows the considerable interest among scientists

and the urgent need in the context of searching ways of preventing and combatting cyberbullying

among primary school students.

According to Spears et al. (2018), most cyberbullying prevention and intervention

initiatives traditionally have targeted the individual, class, and whole school community;

however, findings on the efficacy of school-based cyber/bullying interventions have been mixed.

Online social marketing-styled campaigns have potential to contribute to, and move beyond,

school-based initiatives: operating in digital settings to align with existing youth online practices.

Four sequential online social marketing campaigns (N = 5178), codesigned by youth,

investigated technology’s role in fostering protective factors: respect for self and others;

affirming others; help seeking; and goal setting. This approach enabled young people to be

coresearchers, so that meaning about cyberbullying and well-being was cocreated, maximizing

relevancy and currency in campaign messaging. Findings revealed extending campaigns beyond

school settings provide opportunity for youth to engage and revisit campaigns, reinforcing

proactive strategies and key messages, which nudge young people toward desired behavioral

outcomes. Addressing social norms, attitudes, and perceived control were identified as entry

points for preventative strategies.

Additionally, OsmanGani et al. (2023) cyberbullying and other cybercrimes are on the

rise in Bangladesh with an increasing number of internet users. To combat this alarming

problem, the government and various development organizations have taken the initiative to

promote cybersecurity. In 2021, Chalkboard Communications Ltd, a social marketing platform,

created the online campaign “Cyber Saver,” aiming to provide young people with a safe digital

space that embodies cybersecurity. Chalkboard also created an offline counterpart campaign,
“Sip for Change.” In both campaigns, comics and other sources of edutainment were used to

educate young people about digital etiquette and to make them aware of the effects of

cybercrimes. Meherun Nahar, the managing director of Chalkboard, is reviewing the components

of the campaigns and their markers of success, and deciding which of the two campaigns to scale

for the same purpose. The case explores how both campaigns were designed to spread awareness

and to make people more conscientious against cyberbullying, by using comics in a very

comprehensible manner. It also shows how social businesses can successfully address

meaningful issues through social marketing in a strategic manner.

Local Studies

Formoso et al. (2023) states that cyberbullying is not new to social media environments

and as technologies and trends change over time, the medium of cyberbullying also changes.

Their study shows the proofs of the existence and the extents of cyber bullying themes in

Facebook Pitik posts. Using Facepager software, 68,000 documents or comments are collected

from select Facebook pages of photographers involved in the trend of Pitik posting. Results

showed that the collected documents contain 26.29% pertaining to harassment; 35.48% to

flaming; and 19.45% to denigration. The existence of negative emotions is also seen from

collected documents including anger, uncertainty, constraining, fear, sadness, and disgust.

On the other hand, a study in June 2022, conducted by Costales, et al. states that

cyberbullying is a social disorder emanating from the development of technology and wider

access to the Internet. Respondents revealed that they were “never” cyberbullying victims or

offenders. Furthermore, statistical inferences showed a variation for cyberbullying offenders as

to age and sponsorship/scholarship and a weak indirect relationship between cyberbullying

offenders and sponsorship/scholarship characteristics of the students. From the results of the
study, the investigators recommended pertinent implications for the new normal of learning

among students and the institution.