ABSTRACT
Chapter 3 explores the world-building strategies that have been employed in and across The Walking Dead’s social media platforms. In attempting to move beyond a view of social media as a mere complement to television, this chapter will instead explore how the affordances of three social media platforms – Facebook, Twitter, and Instagram – work to produce distinct world-building contributions. I argue that social media channels present unique opportunities for religious world-building, creating a set of ideas which act as a kind of belief system for fans of the imaginary world that become, in themselves, a kind of faith.
