Online hate: When digital communities turn toxic

Why do open community forums turn into hostile places? An international study by researchers from WU Vienna, HEC Paris, and the University of London sheds light on the mechanisms behind “brutalization” in online communities.
An analysis of 18 years of interactions in a large music community shows that while episodes of insults or trolling are normal, under certain conditions conflicts can escalate and permanently damage the social climate. Three patterns can fuel this development: sadistic entertainment, clan wars, and popular justice.

You can find more information and rescources about the research here:
[DE] https://www.wu.at/de-yt-luedicke-more
[EN] https://www.wu.at/en-yt-luedicke-more

The research featured in this video:
Olivier Sibai, Marius K Luedicke, Kristine de Valck, Why Online Consumption Communities Brutalize, Journal of Consumer Research, Volume 51, Issue 4, December 2024, Pages 775–796, doi.org/10.1093/jcr/ucae022

Summary:
https://consumerresearcher.com/why-do...

List of references (extract):
[1] Galtung, Johan (1990), “Cultural Violence,” Journal of Peace Research, 27 (3), 291–305.
[2] Wolfgang, Marvin E. and Franco Ferracuti (1967), The Subculture of Violence, London: Tavistock.
[3] Husemann, Katharina C., Florian Ladstaetter, and Marius K. Luedicke (2015), “Conflict Culture and Conflict Management in Consumption Communities,” Psychology & Marketing, 32 (3), 265–84.

You can find more information and rescources about the research here:
https://academic.oup.com/jcr/article/...

Panel Discussion (01:35h): Aufstehen gegen Hass im Internet | WU matters. WU talks.
   • Aufstehen gegen Hass im Internet | WU matt...  

Authors:
Prof. Marius K. Lüdicke, Marketing in a Global Economy, WU Wien
Dr. Olivier Sibai, Lecturer in Marketing, Birkbeck, University of London
Prof. Kristine De Valck, Professor of Marketing, HEC Paris