This research examines how non-consensual non-monogamy (NCN) and promiscuity are constructed as deviant on social media in Hong Kong (HK). The prevailing societal stigma against NCN, also known as cheating or infidelity, has significant consequences, including psychological distress and violence, often targeted toward women. While previous research has explored how the internet facilitates NCN and promiscuity, it lacks investigation into how social media (SM) sustains compulsory monogamy (CM) and constructs these acts as deviant, thereby inducing violence against women. This study addresses this gap by analyzing a Facebook discussion surrounding a high-profile celebrity infidelity case in HK, referred to as the "On-Sum Affair." The researchers analyze the meanings attributed to NCN and promiscuity by HK netizens to understand the politics of claims-making involved in sustaining CM and constructing sexual deviance. The study focuses on the role of both protective and punitive informal social control (ISC), exploring how the latter predominates in online spaces to reinforce the stigma, particularly against women and those practicing marginalized sexual behaviors. Ultimately, the researchers advocate for social media platforms to implement measures for regulating cyber violence and promoting more civil dialogues around taboo sexual topics.

The paper draws upon existing literature on compulsory monogamy (CM), compulsory heterosexuality (CH), and the stigmatization of sexual deviance. It reviews how CM, borrowing from Rich's (1980) theorization of CH, functions as a system of gender and sexual values that deems NCN immoral. The authors discuss legal frameworks, cultural norms, and societal expectations that contribute to the condemnation of cheating and promiscuity. Existing research highlights the association of promiscuity with negative social judgments, particularly for women, impacting their professional and personal lives. The literature emphasizes the unequal policing of women's sexual behavior, with the use of slut-shaming to discredit their competence and intelligence. While prior research has acknowledged the influence of traditional media on shaping perceptions of cheating and promiscuity, this study addresses the gap in understanding the specific role of social media in this context, particularly in relation to gendered consequences and the perpetuation of violence.

The study employed a qualitative content analysis of a Facebook discussion (the Discussion) related to the "On-Sum Affair." This involved analyzing 194 comments (92 main comments and 102 sub-comments) from a Facebook post by a HK scholar titled "I Support Jacqueline Wong." The sample encompassed all substantive comments posted before September 12, 2019, before the post's privacy settings were changed. The researchers used inductive thematic analysis (Braun and Clarke, 2006) to analyze the data. Open coding was employed, and a codebook with three categories (commenting style, latent theme, and general attitude) was created. The first author initially developed codes, which were then independently reviewed by the second author, with discrepancies resolved through discussion. The initial 54 codes were progressively abstracted into seven meta-themes, exploring various aspects of the public's perception of cheating and promiscuity in the context of the celebrity scandal. The researchers ensured research trustworthiness by focusing on reflexivity, systematicity, communicability, and transparency in their analysis.

The analysis reveals that the Facebook discussion reinforced compulsory monogamy and condemned cheating and promiscuity. Overwhelmingly, commentators condemned the individuals involved in the "On-Sum Affair" and the scholar who defended them. Several key themes emerged from the comments, indicating how netizens constructed cheating and promiscuity as deviant: 1. **Ethicality of Cheating and Promiscuity:** Commentators predominantly viewed cheating and promiscuity as unethical, often citing legal grounds or moral arguments. 2. **Impact on True Love:** Infidelity was widely perceived as a betrayal of trust and a compromise of "true love," associating short-term relationships with mere lust. 3. **Consequences and Accountability:** Negative consequences of cheating were highlighted, focusing on damage to the family structure and children. Responsibility for infidelity was largely placed on the woman. 4. **Erotic Freedom:** A minor but persistent counter-narrative argued for individual erotic freedom and alternative perspectives on family and marriage, though this view remained vastly outnumbered. The study found that the commentators built and strengthened their positions primarily through protective and punitive informal social control (ISC). Punitive ISC, in the form of personal attacks, insults, and aggressive language, far outweighed the instances of protective ISC, such as rational arguments and attempts at mutual understanding. The majority of negative comments targeted women, regardless of their role in the incident, demonstrating a gendered bias in the stigmatization. Power asymmetry was apparent, with those upholding traditional values dominating the conversation, silencing or discouraging dissenting viewpoints. This reinforced the marginalization of individuals involved in or supporting non-conventional sexual practices. Alliances were formed among commentators based on their views, with those opposing NCN and promiscuity dominating interactions.

This study shows how Facebook, as a social media platform, strengthens compulsory monogamy and constructs sexual deviance, particularly harming women. The analysis reveals that while the original Facebook post aimed to initiate a thoughtful discussion on cheating and promiscuity, it instead became a platform for punitive informal social control, reinforcing existing societal norms and marginalizing alternative perspectives. The study confirms the unequal power dynamics between those practicing conventional and non-conventional sexual relationships, with the latter facing significant stigma and online harassment. The dominance of punitive informal social control, facilitated by the platform's design and comment functionality, limited constructive dialogue and reinforced existing prejudices. These findings underscore the need to re-evaluate how social media structures shape conversations around sensitive topics, highlighting the potential for technology to exacerbate existing inequalities and social injustices.

This research demonstrates the detrimental role of social media, specifically Facebook, in facilitating the construction of sexual deviance and perpetuating power asymmetries surrounding non-conventional sexual practices. It highlights how compulsory monogamy is sustained and reinforced online, resulting in the stigmatization and oppression of women and individuals engaging in marginalized sexual behaviors. The study calls for social media platforms to implement measures that foster constructive dialogues, regulate cyber violence, and protect vulnerable individuals. Future research should focus on the intersection of social institutions and online spaces in shaping perceptions of sexual deviance and on the impact of online incivility on discussions related to taboo sexual practices.

This study was limited to a single Facebook discussion. While the comments provide valuable insights into public opinion in HK, the findings may not be generalizable to all social media platforms or online spaces. Furthermore, the researchers did not examine comments made on users' personal profiles who shared the original post, which might provide alternative viewpoints. The study acknowledges the limitations of analyzing public data without obtaining direct informed consent. The inability to verify the authenticity of Facebook profiles might have affected the interpretation of some comments.