Abstract
People are frequently exposed to hateful content online, as online hate is a globally prevalent communication phenomenon. However, existing studies have mainly emphasized a bystander intervention perspective, focusing on the observers’ role in online hate, despite theories and empirical evidence suggesting that the observation of a particular behavior can lead to the performance of that behavior. Thus, this study examined how witnessing online hate is associated with the perpetration of it, and the mediating role of social norms in this process. Findings from a cross-sectional survey showed that the observation and perpetration of online hate were significantly positively associated, and that perceived prevalence and social approval of online hate separately mediated this relationship. Theoretical and practical implications are discussed.
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