Self-promotion and online shaming during COVID-19: A toxic combination

A public shaming frenzy has spread through social media (SM) following the instigation of lockdown policies as a way to counter the spread of COVID-19. On SM, individuals shun the idea of self-promotion and shame others who do not follow the COVID-19 guidelines. When it comes to the crime of not tak...

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Bibliographic Details
Published in:International journal of information management data insights 2022-11, Vol.2 (2), p.100117-100117, Article 100117
Main Authors: Behera, Rajat Kumar, Bala, Pradip Kumar, Rana, Nripendra P., Kayal, Ghadeer
Format: Article
Language:English
Subjects:
Black swan theory
COVID-19
Online shaming
Self-promotion
Social media
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Summary:A public shaming frenzy has spread through social media (SM) following the instigation of lockdown policies as a way to counter the spread of COVID-19. On SM, individuals shun the idea of self-promotion and shame others who do not follow the COVID-19 guidelines. When it comes to the crime of not taking a pandemic seriously, perhaps the ultimate penalty is online shaming. The study proposes the black swan theory from the human-computer interaction lens and examines the toxic combination of online shaming and self-promotion in SM to discern whether pointing the finger of blame is a productive way of changing rule-breaking behaviour. A quantitative methodology is applied to survey data, acquired from 375 respondents. The findings reveal that the adverse effect of online shaming results in self-destructive behaviour. Change in behaviour of individuals shamed online is higher for females over males and is higher for adults over middle-aged and older-aged.
ISSN:2667-0968
2667-0968
DOI:10.1016/j.jjimei.2022.100117