Managing unpleasant moods: Affective discipline in Facebook discussions

Abstract

The article explores how affect is circulated and managed in comment discussions on networked online platforms, such as Facebook. A mixed-methods analysis is conducted of comments on news about the triple disaster of an earthquake, a tsunami and a meltdown of three reactors at Japan’s Fukushima Daiichi nuclear power plant in March 2011 on public Facebook pages of seven Finnish mainstream news media. The article examines how affect sticks and circulates in these discussions, and how the commenters direct and sustain the mode and mood of Facebook discussions. The main findings of the article concern how online discussions are structured by what the author calls affective discipline, in which participants the discussion manage the mood of the discussion through various means. The results open up an important way to study the internal, affective dynamics of contemporary online discussions. In particular, the study helps us understand how flows of affect are shaped and steered in online discussions, and how the same discussions may simultaneously sustain multiple affective dynamics. These dynamics may, in turn contribute to how publics respond to news and official information in crises.