Actors of public interest today have to fear the adverse impact that stems from social media platforms. Any controversial behavior may promptly trigger temporal, but potentially devastating storms of emotional and aggressive outrage, so called online firestorms. Popular targets of online firestorms are companies, politicians, celebrities, media, academics and many more. This article introduces social norm theory to understand online aggression in a social-political online setting, challenging the popular assumption that online anonymity is one of the principle factors that promotes aggression. We underpin this social norm view by analyzing a major social media platform concerned with public affairs over a period of three years entailing 532,197 comments on 1,612 online petitions. Results show that in the context of online firestorms, non-anonymous individuals are more aggressive compared to anonymous individuals. This effect is reinforced if selective incentives are present and if aggressors are intrinsically motivated.

The literature on public figures attacked by their audiences is unclear why female and male figures react differently to attacks. This study examines why female journalists are more likely than male journalists to use avoidance strategies as a reaction to online attacks. Avoidance includes limiting audience engagement, adapting reporting behavior, and thinking about quitting journalism. Drawing on social role theory and gender stereotypes, this study contrasts two explanatory hypotheses. The results, based on mediation analyses of online survey data of 637 journalists representative of Switzerland, show that women are more likely than men to use avoidance strategies because women are more stressed by attacks. This heightened stress is argued to result from differences in gender role socialization. In contrast, while women are somewhat more severely attacked than men, this cannot explain their greater probability of avoidance. Results contribute a theoretically and empirically rich explanation of gendered reactions to attacks.

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The present paper introduces a theoretical model for explaining aggressive online comments from a sociological perspective. It is innovative as it combines individual, situational, and social-structural determinants of online aggression and tries to theoretically derive their interplay. Moreover, the paper suggests an empirical strategy for testing the model. The main contribution will be to match online commenting data with survey data containing rich background data of non-/aggressive online commentators.