Online trolling: The case of Madeleine McCann

Despite the sustained media attention surrounding internet trolling, academic studies investigating its occurrence are rare. This study aimed to provide a case study analysis of the behaviours and strategies of a group of alleged Twitter trolls referred to as the anti-McCanns due to their continual abuse of Kate and Gerry McCann as well as those who support them and thus identify as pro-McCann. The way in which language was used to construct the anti-McCanns group identity, enhance in-group cohesion and facilitate out-group disassociation from the pro-Mccann group was additionally explored, given that previous research has implicated group processes in the propagation of aggressive online conduct. A multi-method approach involving a combination of ethnographic observations and the collection of online commentary was employed. The data was then analysed using quantitative content analysis and discourse analysis, which indicated that language was utilised in a variety of ways by the anti-McCanns to construct a salient group identity and negatively stereotype and disassociate from the pro-McCann group. Findings additionally revealed that several strategies were employed by the anti-McCann trolls to provoke and derogate members of the pro-McCann group, supporting previous findings which have linked trolling to both western media culture and the characteristics of anti-social personality disorder. The implications of these findings both theoretical and practical are discussed, alongside recommendations for future research. (C) 2017 Elsevier Ltd. All rights reserved.