Global Trolling: The Case of “America First”

Abstract

This study examines a global trolling event, "America First," with the intention to identify whether global trolling exists, and if so, what trolling behaviors and tactics characterize global trolling. Through an analysis of sixty videos from different countries that featured "America First" as their common theme, we were able to focus on the specific cultural manifestations of global trolling. Back in 2017, the videos were posted over a three-week period and they all exhibit repetitive, provocative, pseudo-sincere, and satirical trolling behaviors. While trolling behaviors crossed national boundaries, at times they were correlated with Hofstede's dimensions of cultural diversity. Future research may examine the extent to which these relationships exist in other global trolling events.