The persistence of toxic online messages influences perceptions of harm and attributions of blame

Researchers often use attribution theory to understand how people make sense of messages. Unlike the ephemeral actions typically investigated using attribution frameworks, messages can persist. Our study observed how persistence influences the harmfulness of messages and how people levy blame upon harmful posters and those ostensibly obligated and capable of intervening. Grounded in the path model of blame, a randomized experiment (N = 520) tested whether persistence cues in an online environment (low vs high message persistence) influenced appraisals of the harmfulness of online toxicity (i.e., sexism on Reddit), inferences of mental states for relevant agents (e.g., awareness, capacity), attributions of blame, and motives to respond. Results indicated that greater persistence increased perceived harmfulness and motivated individuals to place greater blame upon inactive/ineffective moderators who were capable of intervening.