‘I Don’t Give Facebook My Permission!’—Protective Spells Against Evil in the Digital Age

This article explores the phenomenon of chain letters on Facebook using the example of posts protesting Meta’s use of personal data. The article interprets these chain letters as modern digital protection spells, expressing users’ anxieties about privacy and control over their content. By approaching social media as sites of belief and performance, and by including the concept of algorithmic imaginaries to understand users’ perceptions of the platform’s control mechanisms, the article contributes to the understanding of how traditional cultural practices are transformed in the digital age. The article portrays social media platforms as opaque worlds where users seek protection through sharing chain letters. These act as spells against perceived evils or against the fear of misfortune if the instructions of the chain letter are not followed. The article suggests that both chain letters and response posts illustrate how Facebook is a site where beliefs are negotiated as well as performed.