Affiliation:
1. Lund University, Sweden
Abstract
This article provides an example of how middle-aged women rediscover and express emotions in digital media, mainly sexual desire but also the joy they feel among like-minded women of the same age. The ethnographic case is a community of European and North American women aged around 40 to 60 years who sexually desire 20-year-old TikTok celebrity William White. White went viral when he began lip-syncing to 1980s hits, particularly Barry Manilow’s “Mandy” while performing his flirtatious signature moves: the smile, the wink, and the eye roll. This study is based on 6 months of daily lurking in a digital community the women call Whiteyynation, structured around White’s accounts on various digital platforms. In trying to understand the meaning and function of a young male TikTok’er in the lives of middle-aged women, with Sara Ahmed’s theory of emotions, I describe how happy objects align individuals in a social community toward happiness. Specifically, I analyze how White, through a playful capitalization of 1980s music combined with a certain flirtatious look, functions as a happy object that is multiplied, magnified, and circulated in Whiteyynation. I explore the circumstances and conditions surrounding Whiteyynation as an affective space and affective economy, such as the production and distribution of self-produced content, gifting as a strategy for increased reciprocity, and the various currencies at play.