Intranasal Oxytocin Administration Reduces Bystanders’ Acceptance of Online Celebrity Bashing

Abstract

Online celebrity bashing refers to a specific subform of online aggression in which celebrities are the targets of derogatory messages. Recent research focusing on the underlying explanations of why some bystanders turn into perpetrators of celebrity bashing suggests that human capacity for empathy may regulate the involvement in this practice. Bystanders with higher empathy are thought to show more disapproval towards online celebrity bashing, which makes them less likely to join in this practice. However, little is known about the processes of how empathy steers bystanders' bashing attitudes and behavior. In this study, we examine whether the oxytocinergic system, which forms the neurophysiological foundation of empathy, influences the bystanders' acceptance of online celebrity bashing. In a double-blind, placebo-controlled experiment, we tested the effects of intranasal oxytocin administration on acceptance of celebrity bashing in men. Sixty participants rated neutral or derogatory comments presented as "tweets." Electrodermal activity and electrocardiogram of the participants were recorded to control for the stress levels. The results showed that oxytocin administration reduced the acceptance of celebrity bashing. Celebrity bashing was unrelated to stress levels. In natural circumstances oxytocin levels are dependent on the presence and quality of one's social relationships. As a result, we discuss the importance of facilitating a network of social support in programs addressing the problem of online aggression.

Bystanders to Bullying: An Introduction to the Special Issue

“…The work by Moxey and Bussey (2019) show that cyber-defending can take different forms, among which aggressive responses. Two contributions included in this special issue consistently show the key role of empathy in enhancing positive bystander behaviour in online bullying (Rudnicki et al 2019) and restraining from probullying behaviours (Schultze-Krumbholz et al 2019). The contribution by Doane et al (2019) outlines the importance of educating bystanders about the importance of supporting the target of bullying, whereas the study by Dal Cason et al (2020) shows the role of moral courage to foster positive bystander behaviour.…”

“…The important role of empathy in fostering positive bystander behaviours is outlined in the contribution by Rudnicki et al (2019). The authors of this study investigate celebrity bashing, which is a specific form of online aggressive behaviour involving derogatory messages towards celebrities.…”