Socially shared mourning: construction and consumption of collective memory

Social media, such as YouTube, is increasingly a site of collective remembering where personal tributes to celebrity figures become sites of public mourning. YouTube, especially, is rife with celebrity commemorations. Examining fans’ online mourning practices on YouTube, this article examines video tributes dedicated to the late Steve Jobs, with a focus on collective remembering and collective construction of memory. Combining netnography with Critical Discourse Analysis, the analysis focuses on the user comments where the past unfolds in interaction and meanings are negotiated and contested. The paper argues that celebrity death may, for avid fans, be a source of disenfranchised grief (Doka, 1999), a type of grief characterised by inadequate social support, usually arising from lack of empathy for the loss. The paper sheds light on the functions digital memorials have for mourning fans (and fandom) and argues that social media sites have come to function as spaces of negotiation, legitimisation and alleviation of disenfranchised grief. It is also suggested that when it comes to disenfranchised grief, and grief work generally, the concept of community be widened to include communities of weak ties, a typical form of communal belonging on social media.