Creating “diasporic intimacy” with the Lebanese Diaspora in Brazil in times of peace and war

Abstract Purpose This study explores how the Instagram page @libano_brasil, one of the most-followed Lebanese diasporic pages in Brazil, constructs ‘digital diasporic intimacy’ through commodifying nostalgia, and how such intimacy is transformed into ‘diasporic affective polarization’ in the comment section. Design/methodology/approach Critical technocultural discourse analysis was conducted of Instagram posts published in March 2023 and from September to October 2024. Findings This study reveals how the construction of the Lebanese identity in diaspora members is influenced by memory. In times of peace, nostalgia is employed to build a sense of community, while in times of war, postmemory appears to divide the diaspora. Practical implications This study fills the gap in the literature concerning the use of social media by Lebanese diaspora in Brazil to construct, negotiate their identities while seeking community and belonging. Social implications This study highlights how the Lebanese diaspora in Brazil uses digital diasporic media in the construction and negotiation of their Lebanese-Brazilian identity. The findings of this study suggest that digital diasporic intimacy is as strong as users’ intention of community building. Originality/value The majority of research on the current Lebanese diaspora and its use of digital media has focused on North America, Europe, and Australia. Thus, this study has laid the groundwork for future research to be conducted on the current Lebanese diaspora in Brazil, by using @libano_brasil as a case study to understand how ‘digital diasporic intimacy’ can be achieved and what causes it to turn into ‘diasporic affective polarization.’