Consuming post-truth in the time of technoculture

In this study we explain how post-truths are consumed in the context of social media. Our investigation will map how the speed of formation of consumer assemblages shape the social construction of truth-related statements and narratives. To achieve this aim, we conduct a netnography that explores dog breeding, dog healthcare and nutrition social conversations on Facebook groups. In these groups, multiple beliefs and truths are constantly generated and contested by consumers in a series of back-and-forth call-and-reply narratives and counter-narratives. Our study contributes to a collective, discursive, and interactional understanding of consumer information, misinformation, and truth negotiation.