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Navigating Negativity: An Ethnographic Study of Disruption, Negativity, and Community Self-Protection in Social Media–Based Local Public Spheres

Authors

Krisztina Burai
ELTE Centre for Social Sciences, Budapest, Hungary
https://orcid.org/0009-0009-1165-7263
Dorottya Lovász
Eötvös Loránd University, Budapest, Hungary
https://orcid.org/0009-0006-5511-0903
Orsolya Bajnay
Eötvös Loránd University, Budapest, Hungary

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Abstract

Negativity and deception are widely recognized as barriers to rational and informative discourse on social media, yet their impact on local public spheres is understudied. This study addresses this gap through digital ethnographic research in four Hungarian municipalities of diverse sizes and socio-political contexts. Our findings reveal that manipulation and negativity strongly affect the local public on Facebook, albeit with distinct dynamics compared to larger-scale discussions. Although personal connections in smaller towns can mitigate negativity, they also enable personal attacks and the spread of extreme rumors. The most common form of disruption is fake profiles, which locals perceive as both harmful to the community and protective against online hostility or real-world repercussions. Recognizing these challenges, locals express a need for protective measures and actively work to expose fake profiles, while group administrators employ moderation tools to maintain civility in discussions.

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