Memory in the margins: The connecting and colliding of vernacular war memories

This article examines how war memory circulates, connects and collides on digital media platforms driven by digital publics that form around popular culture. Through a case study of vernacular memory discourses emerging around a game inspired by the Yugoslav war, the article investigates how the commenting practices of YouTube users provide insights into the feelings of belonging of conflict-affected subjects that go beyond ethnicity and exceed geographical boundaries. The comments of 331 videos were analysed, using an open source tool and sequential mixed-method content analysis. Media-based collectivities emerging on YouTube are influenced by the reactive and asynchronous dynamics of comments that stimulate the emergence of micro-narratives. Within this plurality of voices, connective moments focus on shared memories of trauma and displacement beyond ethnicity. However, clashing collective memories cause disputes that reify identification along ethnic lines. The article concludes that memory discourses emerging in the margins of YouTube represent the affective reactions of serendipitous encounters between users of audio-visual content.