The Power of Images: How Multimodal Hate Speech Shapes Prejudice and Prosocial Behavioral Intentions

IF 5.5 1区文学 Q1 COMMUNICATION

Social Media + Society Pub Date : 2024-11-06 DOI:10.1177/20563051241292990

Sai Wang

引用次数: 0

Abstract

While online hate speech has become a serious problem in multimedia environments, most studies in this area have examined text-based hateful content, with less attention paid to its other visual aspects. From a multimodal perspective, we conducted an online experiment ( N = 799) to investigate how multimodal hate speech (i.e., text and images presented together to convey hateful meanings) on social media affected users’ prejudicial attitudes and prosocial behavioral intentions. The results showed that participants in the text-plus-image (vs. text-only) condition felt more sympathy, which led to less implicit prejudice toward the target group and more prosocial behavioral intentions. In addition, exposure to text-plus-image hate speech had an indirect effect on prosocial behavioral intentions through sympathy and implicit prejudice. The findings contribute to scholarship on online hate speech and provide insights into the affect heuristics that individuals rely on when processing multimodal information.

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图像的力量：多模态仇恨言论如何塑造偏见和亲社会行为意向

虽然网络仇恨言论已成为多媒体环境中的一个严重问题，但该领域的大多数研究都是研究基于文字的仇恨内容，而较少关注其其他视觉方面。从多模态的角度出发，我们进行了一项在线实验（N = 799），研究社交媒体上的多模态仇恨言论（即文字和图片共同表达仇恨含义）如何影响用户的偏见态度和亲社会行为意向。结果显示，文字加图像（与纯文字相比）条件下的参与者更有同情心，从而对目标群体的内隐偏见更少，亲社会行为意向更高。此外，接触文字加图像的仇恨言论会通过同情和内隐偏见对亲社会行为意向产生间接影响。这些研究结果对网络仇恨言论的学术研究有所贡献，并对个人在处理多模态信息时所依赖的情感启发式提供了启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Social Media + Society COMMUNICATION-

CiteScore

9.20

自引率

3.80%

发文量

111

审稿时长

12 weeks

期刊介绍： Social Media + Society is an open access, peer-reviewed scholarly journal that focuses on the socio-cultural, political, psychological, historical, economic, legal and policy dimensions of social media in societies past, contemporary and future. We publish interdisciplinary work that draws from the social sciences, humanities and computational social sciences, reaches out to the arts and natural sciences, and we endorse mixed methods and methodologies. The journal is open to a diversity of theoretic paradigms and methodologies. The editorial vision of Social Media + Society draws inspiration from research on social media to outline a field of study poised to reflexively grow as social technologies evolve. We foster the open access of sharing of research on the social properties of media, as they manifest themselves through the uses people make of networked platforms past and present, digital and non. The journal presents a collaborative, open, and shared space, dedicated exclusively to the study of social media and their implications for societies. It facilitates state-of-the-art research on cutting-edge trends and allows scholars to focus and track trends specific to this field of study.