‘Recreational shaming groups of Facebook: Content, rules and modministrators’ perspectives’

Abstract

As social life and communication move increasingly online, we have experienced the expansion and the normalisation of online shaming – different forms of (semi)public cross-platform condemnation of people and their actions by (mass) online audiences. Online shamings can be analysed as combinations of reintegrative (shame-correct-forgive) and disintegrative (shame-stigmatise-expel) social sanctioning practices, usually focusing the ‘serious’ disciplinary shaming on the behaviour of the offender. We propose that equal attention should be given to what we have termed ‘recreational shaming’ – humour-based playful collective shaming that often occurs via online platforms, seemingly just for the sake of shaming, motivated mainly by social belonging needs and entertainment gratification. By combining the results of standardised content analysis of Facebook recreational shaming groups ( n = 65) and in-depth qualitative interviews with the ‘modmins’ of the groups ( n = 8) we will give an overview of what is being shamed, how groups and modministrators create and enforce rules and what is the socio-cultural perceived meaning of this practice. We distinguish three spheres of recreational shaming that ‘frame the shame’ and demonstrate how recreational online shaming is often more about the self than the other – me performing the act of shaming for entertainment value, to belong in a group. Additionally, we introduce how shaming is used as a self-reflexive tool for behaviour-correction or base knowledge for dominant tastes.