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2016
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(2016): Digital Social Norm Enforcement. Online Firestorms in Social Media. In: PLoS one 11 (6). DOI: 10.1371/journal.pone.0155923
DOI: http://www.ncbi.nlm.nih.gov/pubmed/27315071 Abstract: Actors of public interest today have to fear the adverse impact that stems from social media platforms. Any controversial behavior may promptly trigger temporal, but potentially devastating storms of emotional and aggressive outrage, so called online firestorms. Popular targets of online firestorms are companies, politicians, celebrities, media, academics and many more. This article introduces social norm theory to understand online aggression in a social-political online setting, challenging the popular assumption that online anonymity is one of the principle factors that promotes aggression. We underpin this social norm view by analyzing a major social media platform concerned with public affairs over a period of three years entailing 532,197 comments on 1,612 online petitions. Results show that in the context of online firestorms, non-anonymous individuals are more aggressive compared to anonymous individuals. This effect is reinforced if selective incentives are present and if aggressors are intrinsically motivated.
Keywords: Aggression/psychology, Anonymität, Beeinflussung sozial angemessenen Verhaltens, Crime/legislation & jurisprudence, Digital Norms, Disziplin, Favoriten, Firestorms, Good manners, Humans, Internet/legislation & jurisprudence, Mensch-Technik-Relationen (MTR), Modelle/Theorien, Motivation, Natur & Genese von Normen, Normen, Observablen/Kriterien für sozial angemessenes Verhalten und dessen Bewertung, Politics, Social Media/legislation & jurisprudence, Social Norm Theory, Social Norms, Social Norms Marketing, Social Theory, Soziale Angemessenheit, Soziale Normen, Soziologie, Technik
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