Crossing Digital Frontiers: Third-Person Effect and Cyberbullying in China’s Social Media Landscape

In an era where social media transcends geographical boundaries to offer a universal platform for diverse voices, the shadow of cyberbullying looms large, presenting a critical challenge to the ethos of digital freedom and safety. With an increasing concern about the aggressive and intentional acts perpetrated against victims, existing research highlights the pervasive and severe nature of cyberbullying, magnified by the evolving Information and Communications Technology (e.g., Chen et al., 2017). Its ramifications extend beyond the immediate harm to victims’ mental and physical well-being, fostering a climate of insecurity that undermines the very foundation of online community environment.

Regarding individuals as essential stakeholders in taking action against cyberbullying, this proposal aims to unravel the complex dynamics between the reception of harmful content and the perceived impact of such messages on a broader online community. Applying the third-person effect (TPE) theory, our study conducts a survey targeting young adults in China to examine their perceptual discrepancies concerning the influence of violent messages, as well as its relations with proactive and corrective actions.

In the context of China, home to the world’s largest internet population, nearly two-thirds of college students report varying encounters with cyberbullying (Huang et al., 2021). This research focuses on Sina Weibo, a leading Chinese social media, which is often considered a battleground for cyberbullying incidents. This focus not only highlights the issue’s gravity but also provides a critical lens through which to examine the broader implications of this kind of online violence.

Expanding the traditional application of TPE theory from mass media to social media, this study introduces two novel variables—empathy and supportive interaction—as pivotal elements in understanding TPE’s mechanisms in the digital age. By exploring these dimensions, our research aims to enrich theoretical discussions around TPE theory and address the gap in the literature concerning the spectrum of actual behaviors deployed by users in response to cyberbullying, from reporting offensive content to engaging in supportive interactions. Meanwhile, the insights from this investigation guide effective strategies for social media governance, informing platform policies that foster a secure, engaging, and sustainable online ecosystem. This study, therefore, with both theoretical innovation and practical imperative, offers a comprehensive roadmap for mitigating the harm of cyberbullying and contributing to a more inclusive digital world.