Influence Without Metrics: Analyzing the Impact of Far-Right Users in an Online Discussion Forum

• Main Author: Mathilda Åkerlund
• Format: Article
• Language: English
• Published: SAGE Publishing 2021-04-01
• Series: Social Media + Society
• Online Access: https://doi.org/10.1177/20563051211008831

The study presented in this article explores the processes through which influence takes shape in eclectic online forums with few vanity metrics. Using a dataset of 7.5 million posts in the large Swedish online discussion forum Flashback , it explores who becomes influential, their strategies for appealing to the community, and others’ support of them. While it has been known that Flashback hosts far-right users and content, the current study shows that these sentiments are not fringe or obscure, but instead seemingly widely supported and influential in the forum. It illustrates that the influential users—those who are supported and acknowledged by others as important—exclusively and continuously expressed far-right ideas and displayed an embeddedness within the far-right, as well as in the forum’s culture. The study finds that despite few visible markers, many users learned to recognize influential users and their far-right content as worthy of support. In the absence of built-in functions, some users engaged in manual “liking” and “sharing” of influential users’ content via their replies, acknowledging it as a way to legitimize them. At the same time, the analysis showcased how a lack of vanity metrics countered potential echo chamber effects in the forum as disliked users—advocating progressive gender and immigration ideas—were unintentionally amplified by those who attempted to silence them. The article also discusses the role of Flashback as a platform in the proliferation of hate.