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Javno množično sramotenje na slovenskih spletnih omrežjih : kvalitativna multipla študija primera
ID Ašič, Nejc (Author), ID Kobal Grum, Darja (Mentor) More about this mentor... This link opens in a new window

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Abstract
V raziskavi smo preučevali premalo raziskano spletno sramotenje oz. spletni 'linč', ki je odziv množice spletnih uporabnikov do enega posameznika, ki je po prevladujočem mnenju prekršil socialno normo. Želeli smo identificirati vedenjske, okoljske in osebnostne dejavnike spletnega sramotenja z vidika spletnih uporabnikov. S pomočjo kvalitativne multiple študije primera smo analizirali šest slovenskih primerov spletnega sramotenja in za vsak primer sramotenja pridobili več tisoč spletnih komentarjev iz različnih spletnih razprav, podatke pa smo analizirali s tehniko tematske analize in tehniko strojnega učenja LDA. Na našem vzorcu smo ugotovili pet oblik sramotenja: ustrahovanje, vigilantizem, zelotstvo, pozivi k odpovedi in opravičilu ter norčevanje. Posamezniki lahko postanejo žrtve sramotenja zaradi treh razlogov: napake/spodrsljaja, indiferentnosti ali načrtnega škodovanja drugim ljudem. Spletni uporabniki se iz žrtev, ki so socialno normo kršile zaradi napake, najpogosteje norčujejo, žrtve, ki pa so namerno škodovale drugim ljudem in tako prekršile socialno normo, pa najpogosteje ustrahujejo. Najpogosteje so žrtve kršile norme lepega in vlogi ustreznega vedenja ter norme spoštljivega odnosa do drugih ljudi, omenjene norme pa so izhajale iz socialnih in religioznih vrednot, najpogosteje pa so povezane s kulturno dimenzijo hierarhije, tj. spoštovanjem avtoritet in vlog. Uporabniki so pogosto kršenje socialnih norm zaznavali kot nepošteno, presojali pa so, da si žrtev zasluži kazen. Pogosto so izkazovali verjetje, da je slovenska družba krivična. Najpogostejši afektivni vzgibi uporabnikov za sramotenje drugih so bili veselje ob nesreči tujega, sadistične težnje, gnus in usmiljenje do tistega, ki ga je žrtev s kršenjem norme prizadela. Konceptualni psihološki model razlage spletnega sramotenja, ki ga predlagamo, izhaja iz Bandurove socialno kognitivne teorije, z njim pa smo spletno sramotenje razložili na vedenjskem, okoljskem in osebnem nivoju, z vidika spletnih uporabnikov. Model ima lahko praktično vrednost za kateri koli poklicni profil, ki se ukvarja s spletnimi uporabniki, saj ugotovitve raziskave pomagajo razumeti motive spletnih uporabnikov za izvajanje spletnega sramotenja.

Language:Slovenian
Keywords:spletno sramotenje, družbena omrežja, multipla študija primera, tematska analiza
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:FF - Faculty of Arts
Place of publishing:Ljubljana
Publisher:[N. Ašič]
Year:2022
Number of pages:107 str.
PID:20.500.12556/RUL-140325 This link opens in a new window
UDC:[159.9:364.636]:077.5(043.2)
COBISS.SI-ID:123052547 This link opens in a new window
Publication date in RUL:14.09.2022
Views:2227
Downloads:236
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Secondary language

Language:English
Title:Public Mass Shaming on Slovene Online Networks: A Multiple Qualitative Case Study : magistrsko delo
Abstract:
In this study, we examined the under-researched online shaming or online “lynching”, which is the response of a mass of online users to one individual who is perceived to have broken a social norm. We wanted to identify the behavioural, environmental and personality determinants of online shaming from the perspective of online users. Using a qualitative multiple case study approach, we analysed six Slovenian cases of online shaming and for each case of online shaming, we obtained several thousand online comments from various online discussions and analysed the data using thematic analysis and LDA – machine learning technique. In our sample, we found five forms of shaming: bullying, vigilantism, bigotry, calls to resign and apologise, and ridicule. Individuals can be victims of shaming for three reasons: a mistake/slip-up, indifference or deliberately harming other people. Online users most often make fun of victims who have violated a social norm because of a mistake, while victims who have deliberately harmed other people and thus violated a social norm are most often bullied. The norms of good and role-appropriate behaviour and of respectful attitudes towards other people were the most frequently violated norms, and these norms were rooted in social and religious values and most often related to the cultural dimension of hierarchy, i. e. respect for authority and roles. Users often perceived violations of social norms as unfair and judged that the victim deserved to be punished. They often expressed the belief that the Slovene society is unjust. The most common affective motivations for users to shame others were joy at the misfortune of a stranger, sadistic tendencies, disgust, and pity for the one who was hurt by the victim's norm breaking. The conceptual psychological model we propose to explain online shaming is based on Bandura's social cognitive theory, and we use it to explain online shaming at the behavioural, environmental, and personal levels from the perspective of online users. The model may have practical value for any professional profile dealing with online users, as the findings of the research help to understand the motivations of online users to engage in online shaming.

Keywords:online shaming, social media, multiple case study, thematic analysis

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