The politics of platform folklore: Emotion, identity, and sense-making in far-right populist Twitter communities

Abstract

Platforms are increasingly part of everyday life, but they remain opaque and impenetrable spaces for most users. To manage life on platforms, users thus need to engage with sense-making practices that help them understand and navigate online spaces. This paper studies how far-right populist activists interpret and navigate their presence on Twitter, using the concept of platform folklore, that is, unofficial and collective narratives aimed at relieving feelings of uncertainty associated with the opacity of platforms. The data consists of 20 life-history interviews with Swedish and American Twitter activists from right-wing populist communities, who all participated in populist Twitter debates. The analysis shows how platform folklore is constructed not only based on observations of content moderation, as emphasized in previous research, but also in correspondence with the political ideology and identities of the activists. This led them to interpret Twitter as a leftist organization that disfavored them, which stopped them from developing strategies to reach the goals they held as central to their Twitter activism. The paper concludes by discussing the role of emotions and ideology in platform folklore within political communities and suggesting directions for future research.