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Should I Intervene? The Case of Cyberbullying on Celebrities from the Perspective of the Bystanders

Hassan, Syahida and Yacob, Mohd Idzwan and Nguyen, Thuan and Zambri, Suzana (2018) Should I Intervene? The Case of Cyberbullying on Celebrities from the Perspective of the Bystanders. In: Knowledge Management International Conference (KMICe) 2018, 25 –27 July 2018, Miri Sarawak, Malaysia.

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Celebrities are easily connected to their fans through social media. As the celebrities continue to embrace social media, harassment by the haters has become a more common occurrence and a substantial concern. This study aims to explore the bystanders’ behavior of cyberbullying that involves celebrities on social media, particularly on Instagram. We have followed 30 public Instagram accounts of celebrities and 30 public Instagram accounts of their followers for content analysis. In addition, we have interviewed seven celebrities and 10 followers in order to seek further understanding of the bystanders' behavior. The findings show that the bystander chooses to intervene based on their relationship with the celebrities, the result of their prosocial behavior. Meanwhile, bystander effect, uninformed, the level of relationship with victims and unable to notice the severity of the event are amongst the reasons why they do not want to intervene. The preliminary findings could give some insight on how to encourage bystanders to take positive action to stop cyberbullying.

Item Type: Conference or Workshop Item (Paper)
Additional Information: ISBN: 9789670910871 Organized by: School of Computing, College of Arts and Sciences, Universiti Utara Malaysia.
Uncontrolled Keywords: Cyberbullying, bystander, social media, celebrity
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Computing
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 28 Nov 2018 01:11
Last Modified: 28 Nov 2018 01:11

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