July 2018. That time when the attention was focused on the World Cup in Russia. Shortly after a gruelling 2-1 loss to Belgium, the Brazilian national team bowed out of the tournament. Before the game had even finished, the witch-hunt had begun, with blame placed on the players and the coaching staff for poor performance and preparation. However, one target was chosen: midfielder Fernandinho, a Manchester City player. A sequence of mistakes on the pitch was the trigger for a flurry criticism on the midfielder’s social network profiles. The comments, however, went beyond setting out ideas; they were racist. Not one, not dozens, but thousands of hateful comments, open for anyone to read on Facebook, the most widely-used social network on the planet.