Does the broken windows theory hold online?
The Economist reports that experimental tests of the controversial “broken windows theory” of social behavior indicate that the theory is correct.
The most dramatic result, though, was the one that showed a doubling in the number of people who were prepared to steal in a condition of disorder. In this case an envelope with a EUR5 ($6) note inside (and the note clearly visible through the address window) was left sticking out of a post box. In a condition of order, 13% of those passing took the envelope (instead of leaving it or pushing it into the box). But if the post box was covered in graffiti, 27% did. Even if the post box had no graffiti on it, but the area around it was littered with paper, orange peel, cigarette butts and empty cans, 25% still took the envelope.
Here’s the 1982 Atlantic article in which the theory was first discussed in a popular forum. (Great article, BTW.)
At the community level, disorder and crime are usually inextricably linked, in a kind of developmental sequence. Social psychologists and police officers tend to agree that if a window in a building is broken and is left unrepaired, all the rest of the windows will soon be broken. This is as true in nice neighborhoods as in rundown ones. Window-breaking does not necessarily occur on a large scale because some areas are inhabited by determined window-breakers whereas others are populated by window-lovers; rather, one unrepaired broken window is a signal that no one cares, and so breaking more windows costs nothing.
Reading these articles, I wondered: how does the broken windows theory apply to online spaces? Perhaps like so:
Much of the tone of discourse online is governed by the level of moderation and to what extent people are encouraged to “own” their words. When forums, message boards, and blog comment threads with more than a handful of participants are unmoderated, bad behavior follows. The appearance of one troll encourages others. Undeleted hateful or ad hominem comments are an indication that that sort of thing is allowable behavior and encourages more of the same. Those commenters who are normally respectable participants are emboldened by the uptick in bad behavior and misbehave themselves. More likely, they’re discouraged from helping with the community moderation process of keeping their peers in line with social pressure. Or they stop visiting the site altogether.
Unchecked comment spam signals that the owner/moderator of the forum or blog isn’t paying attention, stimulating further improper conduct. Anonymity provides commenters with immunity from being associated with their speech and actions, making the whole situation worse…how does the community punish or police someone they don’t know? Very quickly, the situation is out of control and your message board is the online equivalent of South Central Los Angeles in the 1980s, inhabited by roving gangs armed with hate speech, fueled by the need for attention, making things difficult for those who wish to carry on useful conversations.
But what about a site’s physical appearance? Does the aesthetic appearance of a blog affect what’s written by the site’s commenters? My sense is that the establishment of social norms through moderation, both by site owners and by the community itself, has much more of an impact on the behavior of commenters than the visual design of a site but aesthetics does factor in somewhat. Perhaps the poor application of a default MT or Wordpress template signals a lack of care or attention on the part of the blog’s owner, leading readers to think they can get away with something. Poorly designed advertising or too many ads littered about a site could result in readers feeling disrespected and less likely to participate civilly or respond to moderation. Messageboard software is routinely ugly; does that contribute to the often uncivil tone found on web forums?
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