![]() ![]() The official aim of Pages is to serve businesses, communities, organizations, and public figures who seek to increase their digital presence and connect with audiences and fans. Profiles are personal accounts that represent the user as an individual Groups allow interaction of several users, usually around a specific shared interest and Pages serve as public channels, allowing a more unidirectional communication with broad audiences. Facebook’s three main subplatforms are Profiles, Groups, and Pages. As a multifunctional platform, Facebook brings together several distinct communication channels, also known as “subplatforms” ( Navon & Noy, 2021). The oscillations between personal and public spheres are integrated into Facebook’s internal logic and infrastructure. As such, it contributes to our understanding of social practices of remembrance, underlined by the questions: Who is worthy of remembrance, and why and how are they remembered?Ī major site of online mourning and memorialization is the social networking site Facebook. Studying the intersection of death and digital media sheds light on novel commemorative practices, affective performances, and oscillations between personal and public spheres. Over the last two decades, online practices of death, mourning, and memorialization have grown into a vibrant field of interest and research. They then establish a link between digital engagement metrics (Likes, Shares), and cognitive or emotive implications-public memory, recognition, and esteem. Admins portray the deceased as a respectable person, whose story carries special social significance and collective moral value. These resources amount to the social capital that admins generate. These users, who become administrators (admins), use their network of followers to accumulate various resources: money donations, physical attendance in memorial events, emotional support, and more. Our findings depict how users lead this process, from the early stages of creating and naming the Page-against Facebook's official policy-to the maintenance of the Page activity and their relationship with followers. Yet despite the anonymity of the deceased, these Pages reach a vast number of followers, and generate and display extensive activity both online and offline. In this study, we closely examine 18 memorial Pages, which were created in memory of ordinary people who died in nonordinary circumstances. However, some users creatively adapt Pages to their needs, one of which is to memorialize and publicize ordinary people. Pages is one of the communication channels that Facebook offers for businesses and public figures who seek to increase their digital presence. Finally, we point at the perceived connection users make between visible/measurable online engagement (Like, Share, Follow), and cognitive or emotive implications-public memory, recognition, and esteem. ![]() The resources followers provide range from economic capital and practical support to solidarity and emotional support. They discursively position the deceased as a respectable public figure worth remembering and their followers, who are otherwise strangers, as vital partners in this process. ![]() ![]() Admins negotiate Facebook affordances when creating, designing, and maintaining such Pages. Our findings show how memorial Pages serve as social capital resources for admin users. We employ qualitative analysis based on a digital ethnography conducted between 20. It examines 18 Pages in Israel, which are dedicated to ordinary people who died in nonordinary circumstances. This study focuses on users’ practices involved in creating and maintaining Facebook memorial Pages by adapting the theoretical perspective of the social capital approach. ![]()
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