ABSTRACT
The chapter provides a critical analysis of social media posts about Hallmark Christmas movies that have been posted on Reddit. The analysis is focused on conversations posted between January 2, 2019, and December 19, 2022. The sample consists of 70 randomly selected posts (from a population of 152 generated using the search term “Christmas”) that garnered at least 20 comments, and those comments. These social media posts and their comments are treated as conversations, and the analysis is focused on observing the themes to be coded using qualitative textual analysis. This chapter analyzes these 70 conversations comprised of 3,205 comments posted to the Hallmark Lovers subreddit that discuss Hallmark Christmas movies. The analysis finds that Hallmark viewers are knowing viewers who love these movies, but also critique them based around three main themes: (1) representation, (2) business and production practices, and (3) narrative elements and actors.
