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When referring to this work, full bibliographic details including the author, title, awarding institution and date of the thesis must be given. 2019 The Interplay of Authority and Expertise in Online Self-Improvement Communities TIM SQUIRRELL PhD Science and Technology Studies The University of Edinburgh 2019 Tim Squirrell 2 Table of Contents Declaration ......................................................................................................... 5 Abstract .............................................................................................................. 6 Lay Summary ...................................................................................................... 8 Acknowledgements ............................................................................................ 11 1. Introduction ................................................................................................... 13 Expertise and knowledge ................................................................................................. 14 How affordances structure authority and discourse ...................................................... 17 What are online communities? ........................................................................................ 18 The structure of this thesis ............................................................................................... 21 2. The Paleolithic Diet, Nootropics, and Online Health Communities ............. 25 Introducing r/paleo .......................................................................................................... 27 The nutritionist paradigm ................................................................................................ 29 What is paleo? ................................................................................................................... 31 ‘Smart drugs’, nootropics, and /r/nootropics ................................................................ 34 The scope of cognitive enhancement .............................................................................. 36 Self-experimentation, and body-hacking communities ................................................. 45 Online patient communities ............................................................................................ 49 3. Authority and Expertise ................................................................................ 52 Research questions ........................................................................................................... 52 Research question 1 .......................................................................................................... 53 Research question 2 .......................................................................................................... 56 Conceptual tools for understanding authority and expertise ........................................ 58 A definition of authority ................................................................................................... 59 Expertise as delegated cognitive authority ..................................................................... 69 Consensus as Intrinsically Localised ......................................................................................................... 72 Meaning finitism and authority .................................................................................................................. 75 Conclusions ....................................................................................................................... 77 4. Methodology ................................................................................................. 79 Tim Squirrell 3 A primer on reddit ............................................................................................................. 79 Researching online communities .................................................................................... 84 ‘Lurking ethnography’ – methodological details ........................................................... 85 Table of interviewees ........................................................................................................ 92 Participation and accountability ...................................................................................... 93 The ethics of anonymity ................................................................................................... 96 Methodological limitations .............................................................................................. 98 Positionality ......................................................................................................................100 5. Platform Dialectics ....................................................................................... 103 Building relationships into affordances .........................................................................105 The role of karma in belief formation ............................................................................107 Brigading and the platform dialectic ....................................................................................................... 107 The (ab)uses of karma .............................................................................................................................. 108 Meta posts as a window into reddit’s ‘soul’ ............................................................................................ 110 The relationship between authority and votes ....................................................................................... 114 Establishing consensus and platform discipline through FAQs ................................. 117 The fault in our stars: platform discipline and subversion through ‘flair’ ................... 121 Policing vested interests ..................................................................................................124 Ensuring drug quality in r/nootropics ...........................................................................126 Conclusions ......................................................................................................................127 6. Talking About Evidence .............................................................................. 130 Policing vested interests (reprise)................................................................................... 131 Denying medical expertise on diet in r/paleo ........................................................................................ 133 Regulating trust in drugs in r/nootropics ............................................................................................... 141 The use of ‘science’ ..........................................................................................................145 Credentialism ............................................................................................................................................. 145 Use of citations .......................................................................................................................................... 149 Methodological critiques .......................................................................................................................... 155 Boundary work .................................................................................................................160 The role of imagination as evidence........................................................................................................ 161 Nootropic imaginaries .............................................................................................................................. 163 Hedging ............................................................................................................................167 Tim Squirrell 4 Conclusions ...................................................................................................................... 171 7. Evidence From the Self ................................................................................ 173 The plural of ‘anecdote’ is ‘data’ .....................................................................................175 Experience as advice ................................................................................................................................. 176 Why post your experience? ..............................................................................................180 Justificatory regimes ........................................................................................................185 Pragmatism: What’s ‘True’ is what Works.............................................................................................. 186 Placebo