There are scholars who focus on analyzing individual online discourse. For instance, Bratić and Vukovic conducted a study that examined excerpts from online discourse, specifically fora and readers’ comments on news portals among speakers of BCMS (Bosnian/ Croatian/ Montenegrin/ Serbian).[26] Their findings revealed that women still occupy a lower position in western Balkan societies, and the use of metaphors perpetuates and supports such social relationships. This discovery is significant as it uncovers underlying discourse mechanisms. Prażmo adopted conceptual metaphor theory and critical discourse analysis to analyze dehumanizing metaphors used by incels - “involuntarily celibate” men - who share their frustration and resentment on an emerging online community.[ ] Two years later, the author continued studying the incels’ metaphorical language using Haslam’s model of dehumanization to demonstrate how women are dehumanized, thereby denying them the possibility to participate in meaningful dialogue within the so-called manosphere.[ ]
