Online shaming is the response of a mass of online users to an individual who is perceived to have broken a social norm. The aim of the study was to identify forms of online shaming and the different motives of online users for online shaming. Using a qualitative multiple case study approach, we analysed 24,382 online comments from six different cases of Slovenian online shaming. We have identified five forms of online shaming: bullying, vigilantism, bigotry, calls for resignation/apology and ridicule. In the Slovenian sample, we further identified two specific forms of shaming not found in the foreign literature, namely psychological devaluation and discreditation. According to online users, victims of shaming have broken the social norm in three of the most common ways: by mistake, by indifference to others or by deliberately harming others. Online users were most likely to make fun of victims who broke the social norm by mistake, while victims who deliberately harm other people are most likely to be bullied. The norms violated by the victim were based on social and religious values. We have found that sympathy for the subject who is supposedly affected by the norm violation can lead to more aggressive forms of shaming. The study may have practical value for all professional profiles dealing with online users, as the findings help to understand the context in which online shaming is practised.
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