AIS

The Dull Women’s Club (DWC), a Facebook community of over 1.3 million members, counters mainstream social media by celebrating the mundane and rejecting performative culture. This netnographic study examines the DWC as a digital space where members negotiate identity, authenticity, and community, while also grappling with the ethical challenges of studying a semi-private online group. Analysis of symbolic community practices – such as «banana posting» and humorous shoe-size rituals – illustrates how members collectively redefine social norms and build supportive networks. Findings highlight the importance of ethical reflexivity and transparency in digital research and offer insights into identity formation and inclusivity within online communities.