Affective Practice of Soldiering: How Sharing Images Is Used to Spread Extremist and Racist Ethos on Soldiers of Odin Facebook Site

Abstract

The paper explores how visual affective practice is used to spread and bolster a nationalist, extremist and racist ethos on the public Facebook page of the anti-immigrant group, Soldiers of Odin. Affective practice refers to a particular sensibility of political discourse, shaped by social formations and digital technologies—the contexts in which political groups or communities gather, discuss and act. The study shows how visual affective practice and sharing and responding to images fortify moral claims, sense exclusionary solidarity and promote white nationalist masculinity which legitimizes racist practices of “soldiering.” By examining both the representations and their reactions (emoticons), the study demonstrates how ideas and values are collectively strengthened through affective sharing and are supported by platform infrastructures. Most importantly, it demonstrates that instead of considering the affect of protecting the nation as a natural result of “authentic” gut feeling, we should understand the ways it is purposefully and collectively produced and circulated.