It’s ‘Gut Feeling’ Mostly: Online Hate, Uncivil Comments and Content Moderation in Australian Sports Media

There is evidence that online hate speech is increasing significantly on social media pages related to sport, but less research on how sport and media organisations are managing it. This research explored the management of content moderation in Australian sport media through qualitative interviews (16) with social media and communications staff in Australian sport and media organisations. It found that content moderation, or the moderating and removal of comments under social media posts, happened mostly as an addition to content creation work. Strategies for dealing with online hate and incivility were mostly the same between media and sport organisations, interviewees used some automated filters, but mostly manually hid, deleted and blocked comments and users to ‘clean’ their spaces. Overall there was a lack of formal guidelines and policies to direct moderation. Instead the work of content moderation was reliant on the actions of individuals, who took it on with a significant level of personal responsibility, and developed individual coping mechanisms to deal with the work. With its focus on communication staff in sport and media organisations this research contributes a different and important perspective to the growing field of research of online hate in sport.