Digital interaction and power dynamics: A netnographic study in three Facebook groups

This netnographic study analyzes three Facebook groups (Rivals, Stakeholders, Guardians) to examine how social practices affect engagement, role enactment, and power dynamics. Grounded in sociocultural theory and Goffman’s dramaturgical framework, the study addresses three questions: (1) What interaction types emerge? (2) How are roles enacted with respect to power and norms? (3) How do digital affordances mediate participation? The analysis identifies three interaction styles: resistance, support, and nuance. In Rivals, sarcasm and confrontational emojis intensify polarized debate. Guardians cultivate support through affirming language and empathetic reactions. Stakeholders pursue nuanced dialogue, yet they often face corrective responses, exposing tensions between collective advocacy and individual complexity. Roles such as gatekeepers, thread starters, active contributors, and passive observers influence group dynamics through moderation, agenda setting, and reaction-based engagement. Two future scenarios for online interactions are outlined. An optimistic scenario envisions platforms that are redesigned to foster empathetic moderation and reflective dialogue. A pessimistic scenario foresees escalating polarization fueled by algorithms that amplify extreme content. By showing how emojis, memes, moderation tools, and algorithms shape communicative exchange, the study enhances our understanding of the interplay between platform design, social roles, and communicative practices in online communities.