 Abstract back pain is the most common type of chronic pain worldwide, and its emergence is influenced by both physical and psychosocial factors. People are increasingly informed by the internet which can lead to the formation of collective consciousness around certain topics. This study examined the emotions expressed on websites about back pain, and found that disgust was the most prevalent emotion. This suggests that the collective consciousness around back pain may be shaped by negative emotions which could have implications for the development of chronic pain and a promotion of health-related behaviours. This article was authored by Davidi Caldo, Sylvia Bologna, Luana Conti and others.