Living in an age of online incivility: examining the conditional indirect effects of online discussion on political flaming

Abstract

Communication scholars have examined the potential pitfalls and rewards associated with the ability to communicate in online spaces. We continue in that line of research by proposing a mediated moderated communication process model focused on what conditions lead people to engage in aggressive online communication behaviors, otherwise known as flaming. Specifically, we argue that online political discussion socializes individuals to see flaming as an acceptable behavior. This increase in perceived acceptability in turn increases intention to flame. Results demonstrate that this increase in intention to flame is greater among those with high levels of verbal aggression. To test our model, we conducted two surveys that asked students and blog users questions about their online media behaviors. Results replicate across both surveys.

Keywords:

• flaming
• politics
• quantitative
• survey
• computer-mediated communication
• politics
• communication studies

Notes on contributors

Jay D. Hmielowski is an assistant professor of communication at the University of Arizona. His research interests include the study of science communication, with interest in how specific message factors generate attitudinal ambivalence, and how ambivalence affects information processing, information seeking, and political engagement. [email: [email protected]]

Myiah J. Hutchens is an assistant professor of journalism at the University of Arizona. Dr Hutchens’ research focuses on the antecedents and consequences of exposure to counter-attitudinal information. [email: [email protected]]

Vincent J. Cicchirillo is an assistant professor of advertising at the University of Texas at Austin. Dr Cicchirillo's research focuses upon the study of media technologies. Primarily, he focuses on the influence of video game play features and contexts on post-game play outcomes. [email: [email protected]]