Rethinking affective publics as media rituals through temporality, performativity and liminality

Abstract

This article calls for a rethinking of the formation of affective publics as a ritual process. Given the particularities of networked media, I suggest that media rituals extend into the formation of affective publics celebrating imagined collectivities in a fashion of collaborative storytelling. This is a transitional process in which a collectivity is validated, affirmed and reinforced through ritual actions. To illustrate this dynamic, I suggest drawing upon three key concepts (namely temporality, performativity and liminality), which are derivatives of media rituals theory, but also shed light on the dynamics of affective publics. To specify, first, ritual temporality refers to ambient concentrations that create a breach in the ordinary flow of media texts. Second, performativity implicates the affect-driven rhythms of digital storytelling feeding algorithmic curations that form an embodied harmony between participants and a sense of collectivity. Third, liminality entails ambiguous situations that enable the formation of affective publics by means of voluntary commitment, anonymity and the uniformity of participants. These concepts are the key entry points in capturing the ritual aspects of affective publics. Viewed through this lens, scrutiny for the ritual dynamics of networked publics helps us to grasp the affective formations of networked media.