Soft Nudges Versus Hard Governance: How Chinese Social Media Shape Bystander Behavior Against Cyberbullying

As digital living becomes more prevalent, cyberbullying has emerged as a global issue threatening individual well-being and social cohesion. As China's leading social media platform, Weibo plays a crucial role in addressing cyberbullying, yet existing research has insufficiently examined the platform's intervention frameworks and public attitudes toward such measures. This study combines nudge theory with governance logic to conduct two studies aimed at systematically analyzing Weibo's intervention measures and their effects. Study 1 showed that Weibo has established a comprehensive intervention framework that covers the entire cycle of user behavior, combining soft and hard measures across six categories and 17 specific strategies. Soft strategies include behavioral norms, reminders, guidance, and education, while hard strategies encompass management and accountability. Study 2, a survey of 455 participants, indicated that although the public generally viewed soft strategies less favorably than hard ones, positive attitudes toward three soft strategies were associated with positive behavior. Likewise, favorable attitudes toward the hard strategy of behavioral management predicted more positive behavior, while supportive attitudes toward behavioral accountability were linked to less harmful behavior. The results indicate a mismatch between public preferences and strategy effectiveness: while hard measures are more widely accepted, soft strategies remain indispensable in incentivizing positive intervention and fostering a positive community atmosphere. This study underscores the value of a complementary soft-hard governance approach to combat cyberbullying. The findings offer theoretical foundations and practical insights for shaping effective governance strategies on social media platforms.