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This article draws upon anthropology of insult to uncover the distinctness, if at all, of online abuse as a means for political participation as well as for the encumbering it provokes and relations of domination it reproduces as a result. In so doing, the article critiques the conception of ludic as anti-hegemonic in the Bakhtin tradition, and develops an emic term \u201cgaali\u201d to signal the blurred boundaries between comedy, insult, shame, and abuse emerging on online media, which also incite gendered forms of intimidation. Gaali, it argues, is best conceptualized through the metaphor of \u201csound\u201d as distinct from what recent new media studies theorize as \u201cvoice.\u201d<\/jats:p>","DOI":"10.1177\/1461444817698776","type":"journal-article","created":{"date-parts":[[2017,3,22]],"date-time":"2017-03-22T05:44:36Z","timestamp":1490161476000},"page":"1506-1522","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":45,"title":["<i>Gaali<\/i>\n                    cultures: The politics of abusive exchange on social media"],"prefix":"10.1177","volume":"20","author":[{"given":"Sahana","family":"Udupa","sequence":"first","affiliation":[{"name":"Central European University, Hungary"}]}],"member":"179","published-online":{"date-parts":[[2017,3,22]]},"reference":[{"key":"bibr1-1461444817698776","unstructured":"Auerbach D (2012) Anonymity as culture: Treatise. Triple Canopy 15. 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