Examining the impact of incivility and intolerance on participation in social media discussions: An experimental investigation

This study investigates how incivility and intolerance impact participation in social media discussions by examining the emotions they evoke. An online experiment (N=1,192) was conducted where participants were exposed to civil, uncivil, and intolerant conditions through simulated Twitter conversations. The study aimed to determine which emotions — anger, anxiety, and disgust — are triggered under these conditions and how these emotions influence individuals’ willingness to participate in social media discussions. Results indicated that anger increased participation in uncivil conditions but had a reverse effect in intolerant conditions, reducing participation. Participants exposed to intolerant comments felt higher levels of disgust and anxiety, leading to a significant decrease in their willingness to participate. Conversely, civil discussions did not elicit strong negative emotions and thus did not significantly impact participation. These findings highlight the nuanced effects of different types of incivility on emotional responses and subsequent engagement in online discussions. The study underscores the importance of distinguishing between uncivil and intolerant discourse to understand their distinct impacts on social media participation.