Aggressive complaining on Social Media: The case of #MuckyMerton

This paper examines the ways in which speech act of complaint is realised social media contexts. To date, little attention has been devoted to realisation this online settings, despite fact that such settings provide different affordances for complaining than many their spoken and written counterparts. In current study, we aim make a step towards filling knowledge gap by demonstrating – particular, can become very intensive aggressive. because operates with features as complex participation multimodality, allow users reflect on each other's complaints an increasingly aggressive escalatory manner, especially when these are united joint cause. We deploy concepts ‘addressivity’ ‘diachronicity’ conceptualise those boost As case investigate protest against waste management policy Borough Merton London.