The strange case of Marina Joyce and internet hysteria

Witch hunts and panic among communities are nothing new, but what happens when cyberspace intensifies the frenzy?

For weeks, fans had been worrying about Marina Joyce. The 19-year-old beauty-YouTuber didn't seem herself. Her once upbeat and quirky personality had shifted dramatically: her videos were filled with silent stares and shifty off-camera glances. On 8 July, viewers noticed a gun in the background of her latest make-up tutorial. They began talking about how she appeared frightened and distressed.