Collective Inattention in an Online Milk‐Sharing Community: Rules of Relevance and the COVID‐19 Vaccine

Abstract

This article examines a complete collection of posts made within two of the largest online peer‐to‐peer breastmilk‐sharing communities in the United States, collected during the first month after the COVID‐19 vaccine became available to all U.S. adults. I propose that such communities support not only the circulation of human milk among strangers but also the circulation of widely shared attentional norms alongside interactional rules of relevance and concern. When collectively held attentional norms are violated, Goffmanian face‐saving maneuvers become visible. This case study engages studies of cultural cognition—in particular, those on collective rules of relevance and attention—to make sense of emergent cultural blind spots.