Virtual Aunts and Uncles: Identity and Community in a Diasporic National Minority

Abstract The past decade has seen mass emigration of Hungarians from Serbia to the kin-state and Western European countries. This has resulted in new ways of understanding what it means to belong to the community, both empirically and in terms of theorizing it, and both for those in Serbia and those abroad. This article claims that there are virtual platforms where members of this ethnic community (re)create their identities, and that this happens through relating to certain common themes. For this reason, I analyze the common themes of two humorous Facebook pages – namely, rurality, food, language use, ethnic others, and crossing borders – popular among Vojvodina Hungarians. The article argues that these elements of identity connect members of the community who live in Vojvodina and those who have emigrated to the kin-state or diaspora. Therefore, in order to unpack the complex dynamics of identification of a national minority community with high diasporic tendencies, an approach that connects the above topics to the concepts of community, nostalgia, home, minority, and borders, and in more general terms the lens of national minority and diaspora studies is needed.