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, Olivier Sibai Please address correspondence to Olivier Sibai. Email: o.sibai@bbk.ac.uk Search for other works by this author on: Oxford Academic Marius K Luedicke Search for other works by this author on: Oxford Academic Kristine de Valck Search for other works by this author on: Oxford Academic
https://orcid.org/0000-0003-1956-4335 Journal of Consumer Research, Volume 51, Issue 4, December 2024, Pages 775–796, https://doi.org/10.1093/jcr/ucae022
Published:
02 April 2024
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Published:
02 April 2024
Corrected and typeset:
23 April 2024
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Olivier Sibai, Marius K Luedicke, Kristine de Valck, Why Online Consumption Communities Brutalize, Journal of Consumer Research, Volume 51, Issue 4, December 2024, Pages 775–796, https://doi.org/10.1093/jcr/ucae022
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Abstract
Consumers who socialize in online consumption communities sometimes become alarmingly hostile, toxic, and otherwise verbally violent toward one another—a phenomenon known in sociology as brutalization. Research indicates that short-lived, situational outbursts of verbal violence—such as gross insults, harassment, or trolling—are common in online consumption contexts. However, it does not explain why such behaviors sometimes become endemic, turning entire communities into toxic social spaces. To address this question, the authors studied 18 years of interactions in an online electronic dance music community. Their interpretive analysis reveals three constellations of interacting, mutually reinforcing, forms of direct, structural, and cultural violence—sadistic entertainment, clan warfare, and popular justice—that fuel community brutalization in distinct ways. This article introduces these brutalization constellations, substantiates them with empirical data, and discusses their implications for theories of violence in consumption communities as well as the wider social media sphere.
consumption communities, community management, online harassment, social media violence, trolling, digital historiography
© The Author(s) 2024. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com
This article is published and distributed under the terms of the Oxford University Press, Standard Journals Publication Model (https://academic.oup.com/pages/standard-publication-reuse-rights)
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Editor: Linda L Price, Linda L Price Editor Search for other works by this author on: Oxford Academic
Associate Editor: Tandy Chalmers Thomas Tandy Chalmers Thomas Associate Editor Search for other works by this author on: Oxford Academic
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