Army of Lovers : Hur facebookgruppen #jagärhär har gått till väga för att inbjuda till samtalet mot hatkultur online

Sammanfattning: This study has focused on how the Facebook group #jagärhär has been working on inviting people to participate in the conversation against hate culture online. To examine this, we have conducted qualitative interviews with members and administrators from the group, and made a rhetorical text analysis on posts made in the group. The theoretical concepts used in the analysis are: convergence, participatory culture and democracy, collective intelligence, collective identity and doxa. By using these theoretical concepts, certain strategies in the group could be seen. Some of the most important strategies and tactics that could be seen were that the group had a strict structure - to facilitate engagement and participation - and that there was great focus on being encouraging and motivating in their language. It was also seen that it was important for the group to be visible in traditional media, and to be noticed by public figures - like celebrities - in order to be more visible and to inspire more people to participate