Ambient affiliation, misinformation and moral panic: negotiating social bonds in a YouTube internet hoax

Deceptive communication and misinformation are crucial issues that are currently having a significant impact on social life. Parallel to the important work of identifying misinformation on digital platforms is understanding why such material proliferates. One approach to answering this question is to attempt to understand the values that are being targeted by misinformation as a means of interpreting the underlying social bonds that are at stake. This study examines the kinds of social bonds that are communed around and contested in a corpus of YouTube video comments about the viral internet hoax 'The Momo Challenge'. A social semiotic approach to 'ambient affiliation' (Zappavigna, 2011) is used to investigate how these bonds are negotiated in this digital discourse. This approach involves establishing the types of personae (for instance Moralisers, Myth Spreaders and Connoisseurs) who were negotiating meaning in the comments on the basis of the values that they recurrently shared, deferred or disputed. The analysis suggests that, in addition to concern over whether Momo was real and dangerous, there was a deeper moral panic about parenting in the digital age and the legitimacy of institutions such as schools and media as brokers of knowledge.