Angels and Devils of Digital Social Norm Enforcement: A Theory about Aggressive versus Civilized Online Comments

L. Stahel, K. Rost
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引用次数: 1

Abstract

We develop a theory that explains when commenters choose to be aggressive versus civilized in social media depending on their personal social norm context. In particular, we enrich traditional social norm theory by introducing the concept of moral legitimacy. This concept suggests that justifications, particularly those that put social norm violators outside of moral boundaries, cause aggression. Using the diversity of 45,982 comments of a real-world online firestorm, our results confirm that social norm contexts matter strongly for online behavior. The developed theory challenges existing speculations about online aggression and helps to develop strategies to encourage enlightened, civilized discourse on the Internet.
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数字社会规范执行的天使与魔鬼:一个关于攻击性与文明网络评论的理论
我们发展了一种理论,解释了评论者在社交媒体上选择攻击性还是文明,取决于他们个人的社会规范背景。特别是,我们通过引入道德合法性的概念来丰富传统的社会规范理论。这一概念表明,辩解,尤其是那些将违反社会规范的人置于道德界限之外的辩解,会引发攻击。使用真实世界网络风暴的45,982条评论的多样性,我们的结果证实了社会规范背景对在线行为的影响很大。这一成熟的理论挑战了现有的关于网络攻击的猜测,并有助于制定策略来鼓励互联网上开明、文明的话语。
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