On the Internet no-one knows you’re not a bot: ‘Botting’ on Reddit as participatory culture

Repetitive online communication is often labelled a ‘bot problem’ by platforms, policymakers and users. However, repetitive posting does not exclusively indicate automation; humans also engage in bot-like posting for various purposes. We adopt the term ‘botting’ to describe repetitive posting enacted through manual, semi-automated, or fully automated means. While emerging research has linked manual botting practices to commercial or fame-seeking motivations, we extend this scholarship by examining botting on Reddit – a pseudonymous platform that lacks the affordances typically associated with monetisation or personal branding. Through a mixed-methods analysis, we examine a case study in which mass-scale, repetitive posting of the mushroom emoji emerged as ‘in-group’ behaviour within Reddit’s participatory culture, prompting a performative counterpublic response. Our findings challenge the binary between human and automated posting, and underscore the importance of situating research on AI-generated and automated content within the cultural and contextual frameworks that shape its production and reception.