Den hårfina gränsen
Diskussioner om kvinnors orakade armhålor på internetforumet Flashback
Viral hateNet hateGender normsInternet forumCritical discourse analysisInternet communication.NäthatKönsnormerInternetforumKritisk diskursanalysKommunikation.
The purpose of this study is to examine discussions on the Swedish internet forum ?Flashback? regarding female body hair and the cultural norms that surround it. The discussion is centered around a broadcasted event in which a woman?s hairy armpit was incidentally shown, with a lot of viral hate as a result. Our purpose with this study is to get a deeper insight into viral hate towards women who challenge gender norms. This led us to analyse part of a thread detailing the event. Through critical discourse analysis we identified four themes that were common in the discussions regarding female body hair: personal attacks on the woman, defending her or questioning the purpose of the thread, debates for and against societal norms and body ideals, and hypocritical double standards. By using media and communication perspectives on gender and norms, as well as structuration and homosocial theories, we identified power structures that were present both in the thread and in the whole of the internet forum. Our hope is that this study will aid in further research into how hate is communicated on the internet and gender norms in particular.