Social Media Defamation: The Psychology Behind It and Our Collective
Responsibility
Defamatory remarks, comments, posts, videos
and other content often circulate on social media. Sometimes the claims made
are true, and have helped create positive social movements for change.
Unfortunately, however, very often these claims are unfounded, untrue and even
malicious. Often, such content is targeted towards brands, out of malice or
ignorance, as we discussed here. Therefore, as we collectively seek to combat this phenomenon, it
is crucial to understand the psychology behind such acts and resolve to work
together to stand against false and malicious defamatory content on social
media.
The Psychology Behind Defamatory Content on social media
The motivations for creating, sharing and
circulating defamatory content on social media are varied. They can range from
someone with a real or perceived axe to grind to just plain trolling for
trolling’s sake!
Axes to Grind – Whether real or perceived, there are
often individuals or groups of individuals with axes to grind with certain
brands. Now, where there is real cause, we not only encourage consumers to take
matters up with brands, but we, as a brand, welcome it. Feedback is always
welcome, and brands are always looking for ways to help their loyal consumers.
However, when there is no real cause, then it becomes defamatory. In such cases
it can be ego, jealousy or simply frustration with life that can cause people
to behave in this fashion. Whatever the cause, unless it is true and
independently verifiable, we do not condone defamatory content on social media.
Freebie Hunters – Sometimes people just cause a stir
in the hopes that they will be able to get something for free from the
brand.
Social Capital Seekers – We often look up to
those whom we perceive to be fighting for good. So, naturally, there are
many people who wish to be seen as fighting for good, as being seen as
such a “fighter” provides one with “social capital”; usually in the form of a
growing reach and audience on social media, and sometimes spilling over into
the real world. Thus, these kinds of individuals, particularly unscrupulous
ones, tend to take defamatory content and run with it or create their own. This
is often targeted at brands, and tends to get these people a pretty good
response, at the expense of everyone one else.
Pure Trolls – There is a section of people, often
psychopaths and people with self-esteem issues, who make it their mission to be
internet trolls. In fact, studies
have shown that psychopathy, sadism and the ability to empathise are all
factors behind internet trolls.
Who Are The Victims?
Many people often don’t think twice about
this issue, because they see it as a victimless crime, “what do brands have to
lose?”. But what they don’t realize is that there are people behind brands. And
those people suffer when subjected to a constant barrage of false and unfounded
defamatory content. In fact, trolling has been shown
to cause disrupted sleep, lowered self-esteem, depression, self-harm, suicidal
ideation and even suicide in some cases, in those at the receiving end. Thus, this
is by no means a victimless crime. Studies have also demonstrated the financial
impact that trolling has on business. While we don’t have data for Sri Lanka,
in countries such as Australia, online abuse and trolling has been estimated to
cost the economy AUD
3.7 billion, annually!
Our Collective Responsibility
Given the negative effects of this
behaviour on people, brands and economies, it is up to us as a society to stand
against this practice. To turn it around on its head so that people can actually
gain “social capital” by being honest, truthful and responsible about what they
actually post and share.
While we are proponents of the fundamental
right to the freedom of speech, and encourage it without caveat, we are also of
the view that with every right comes a corresponding responsibility. Thus, if a
person is to exercise their right to free speech, they must also take
responsibility for what they say, particularly in terms of establishing that
what they say is true and accurate.
Collectively, as a society, all of us need to consider carefully what we post, share, like and comment on, on social media and other public online forums. Whether it is original content or content shared by others, as individuals, we must act as if the onus of truth was upon us; only sharing content that we reasonably know to be true and accurate, rather than sharing and posting things simply for shock value. Because, the real victims of this epidemic of false and defamatory content on social media aren’t “big brands”, but society at large. We all lose out as a result of trolling, and so, we must all stand together against it!