Chinese collective trolling

Abstract

The vast majority of research on online trolling focused on Western cultures. Given the role context plays in shaping online interactions, it is important to take into account its socio‐cultural context and investigate the role of national culture, by conducting research into trolling in Eastern cultures. In this paper, we attempt to begin addressing this gap by focusing on Chinese collective trolling, looking at Sina Weibo's PG One case. Specifically, we aim to identify who are the major players, what are the metaphors they use, and what are the major trolling tactics employed in Chinese collective trolling event. Using a mixed‐method approach, we analyzed 2,004 posts and 9,967 comments on Sina Weibo's PG One case, of which 480 were sampled for thematic content analysis. Major contributions of this study include an account of collective trolling in Chinese cultural context that is characterized by role switching between trolls, bystanders, and victims during the various stages of the event. We conclude with suggestion for future research directions.