Sadism, clannishness and public vindictiveness: beware of online hate
Insults, harassment, trolling… The atmosphere in online communities can turn viciously toxic. Formed around shared interests, these communities sometimes deviate from specialist discussions to fall into verbal violence: sadistic entertainment, clan warfare, or vigilante justice.
According to a recent study on an electronic music community spanning 18 years, some members engage in verbal attacks for pleasure, creating a hostile atmosphere. The communities fragment into rival factions, fueling contempt and conflict.
In the absence of formal authority, members punish those who violate community norms, leading to an escalation of aggression. No, these communities are not inherently prosocial. The study by Kristine de Valck and her co-researchers highlights darker undercurrents
To mitigate this violence, the authors propose a multifaceted approach that includes:
- Decisive actions against hateful behavior,
- The promotion of alternative forms of entertainment,
- The development of more egalitarian social structures.
These observations offer insights into the broader interactions on social networks. There too, unfulfilled desires for amusement, status, and justice can fuel toxic behavior. Want to cultivate a more civil and inclusive online environment? Let’s start by understanding and addressing these dynamics.
To go further
“Why Online Consumption Communities Brutalize”
by Olivier Sibai, Marius K Luedicke, Kristine de Valck (HEC Paris), published in the Journal of Consumer Research, April 2024.
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