Networks of Negativity: Gaining Attention Through Cyberbullying

Cyberbullying entails multiple, problematic consequences for its victims. However, little is known about the factors that influence the dispersion of these damaging messages. Drawing on theories of social interaction, we argue that perpetrators disseminate messages containing sexist and racist slurs that reinforce stereotypical, social norms to enhance their online visibility. We collected cross-sectional and longitudinal samples of tweets (N = 539,558 and 248,497, respectively) that included either gender or Asian slurs. We find that tweets containing gender or Asian slurs that were more negative in sentiment had a significantly higher number of retweets than more positive tweets, thereby heightening a user’s online presence and the reach of their content. Two historical events unfolded during our study—the onset of COVID-19 and the murder of George Floyd by a police officer. Tweet negativity increased following both events. Our findings demonstrate the capacity of aggressive tweets to generate wide-ranging networks, a process which is exacerbated further by public crises. Results suggest that the practice of sending such messages is strategic. Perpetrators likely engage in cyberbullying, consciously or not, to increase their online attention. Moreover, this strategy appears to be successful.