Social Norms and Online Shaming Practices
Summary
Social norms constitute the unwritten rules that guide behaviour within societies and communities. Historically enforced through direct sanctioning or informal censure, these norms have migrated into digital spaces where online public shaming acts as a potent tool of social control. Platforms with differing network structures—from closed forums to highly connected social media—shape how transgressions are identified, amplified and policed. The anonymity and rapid dissemination afforded by technology can enhance accountability for genuine wrongdoing but also foster disproportionate or prolonged harassment. Researchers observe that online shaming can prompt behavioural change, reinforce collective values and deter norm violations, yet it carries risks of moral escalation, privacy breach and emotional harm. The practice intersects with issues of digital vigilantism, platform governance and the balance between free expression and respectful discourse. Globalisation of online communities further complicates the calibration of acceptable norms, demanding nuanced strategies for moderation, restorative justice and constructive dialogue across cultural contexts.
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Social Norms and Online Shaming Practices publication trend
The graph below shows the total number of articles in social norms and online shaming practices across all publications each year (not limited to Nature Index journals).
Technical terms
Social norm: An unwritten rule governing acceptable behaviour within a group or society.
Online public shaming: Collective digital practices of exposing and reproaching perceived breaches of social norms.
Moral disengagement: Cognitive mechanisms allowing individuals to rationalise or justify unethical actions.
Online disinhibition: Tendency for individuals to behave with less restraint in digital environments than in face-to-face contexts.
Call-out: A public speech act that identifies and criticises a perceived norm violation without presuming willingness to engage in dialogue.
Call-in: A speech act inviting reflection and potential revision of behaviour, presupposing the target’s openness to correction.
References
- Social Media, Social Control, and the Politics of Public Shaming. American Political Science Review (2023).
- Examining the role of moral, emotional, behavioural, and personality factors in predicting online shaming. PLOS ONE (2023).
- Call-Outs and Call-Ins. Journal of the American Philosophical Association (2024).
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