Analysing the Social Media Momo Phenomenon: Causes and Effects

The “Momo Army” is an anonymous group on social media platforms like Douban and Xiaohongshu. It uses similar avatars and nicknames to demonstrate collective identity and engage in group interactions. This group rapidly forms a strong network of interaction, establishing stable group relationships, and achieving digital invisibility. However, anonymous groups conceal anonymous violence and cyberbullying, negatively affecting individuals and society. This study will explore the reasons for the emergence of such groups, self-presented characteristics of their group members, and social impacts. It will conduct in-depth research and analysis through participant observation and interviews.