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CS 508 102 NOTE Definition of Flaming, Which Asserts Both a Behavioral and Reproductions Supplied by EDRS Are the Best That DOCUMENT RESUME ED 355 572 CS 508 102 AUTHOR Thompsen, Philip A. TITLE A Social Influence Model of Flaming in Computer-Mediated Communication. PUB DATE Feb 93 NOTE 9p.; Paper presented at the Annual Meeting of the Western States Communication Association (64th, Albuquerque, NM, February 12-16, 1993). PUB TYPE Speeches/Conference Papers (150) -- Viewpoints (Opinion/Position Papers, Essays, etc.) (120) EDRS PRICE MFO1 /PCO1 Plus Postage. DESCRIPTORS Communication Research; Definitions; *Electronic Mail; Higher Education; Interpersonal Communication; Models; *Social Influences IDENTIFIERS *Communication Behavior; Computer Mediated Communication; *Flaming (Computei Mediated Communication) ABSTRACT This paper explores the phenomenon of "flaming," which has been typically cited as an antisocial effect of computer-mediated communication. The paper discusses the diverse range of conceptual and operational definitions of flaming found in the literature. The paper offers a four-point critique of previous theoretical explanations of flaming, and suggests an alternative definition of flaming, which asserts both a behavioral and interpretive dimension to flaming. Drawing from the work of J. Fulk, J. Schmitz, and C. W. Steinfield, the paper then develops a social influence model of flaming that provides.a more flexible and powerful approach than previous theories, while yielding potentially useful insights to guide future research. A figure representing the model is included. (Contains 56 references.)(RS) *********************************************************************** Reproductions supplied by EDRS are the best that can be made from the original document. *********************************************************************** ie? A Social Influence Model of Flaming in Computer-mediated Communication by Philip A. Thompsen Department of Communication, The University of Utah, Salt Lake City, UT 84112 E-Mail: [email protected] (Internet), Panthony@UTAHCCA (BITNET) A paper presented to the Western States Communication Association, Albuquerque, NM, February 1993 OEST COPY CAILABLE U.S. DEPARTMENT Of EDUCATION "PERMISSION TO REPRODUCE THIS Office of Educational Researchand Improvement MATERIAL HAS BEEN GRANTED BY EDUCATIONAL RESOURCESINFORMATION CENTER (ERIC) lieft; document has been reproduced as P'lEt CCpl received from the person ororganization originating it been made to improve 1(L -t11L C Minor changes have \ reproduction Quality r opinions stated in thisdocu- Points ol v.... represent official TO THE EDUCATIONAL RESOURCES ment do not necessarily OERI position or policy INFORMATION CENTER (ERIC)." A Social influence Model of Flaming in Computer-mediated Communication by Philip A. Thompsen Department of Communication, The University of Utah, Salt Lake City, UT 84112 E-Mail: [email protected] (Internet), Panthony@UTAHCCA (BITNET) A paper presented to the Western States Communication Association, Albuquerque, NM, February 1993 Abstract consensus as to the nature of flaming. This paper then offers a four-point critique of previous attempts This paper explores the phenomenon of flaming, to explain flaming, suggests an alternative definition which has been typically cited as an antisocial effect that incorporates both a behavioral and interpretive of computer-mediated communication.Previous dimension in the construct, and develops a model of definitions suggest a view of flaming as the exchange flaming which acknowledges the role of social of emotionally charged, hostile and insulting influence.It will be argued that this model of messages. However, a diverse range of conceptual flaming is more powerful than previous efforts in and operational definitions of flaming can be found in accounting for diverse empirical evidence, as well as the literature. A four-point critique of previous more heuristically fruitful as a guide for future theoretical explanations is offered, and an alternative research. definition of flaming is suggested, which asserts both a behavioral and interpretive dimension to flaming. Drawing from the work of Fulk, Schmitz and Previous Definitions of Flaming Steinfield (1990), a social influence model of flaming The term flaming apparently evolved from the is developed. It is argued that this model of flaming "hacker- computer subculture; one of the earliest provides a more flexible and powerful approach than definitions found in the literature is offered in The previous theories, while yielding potentially useful Hacker's Dictionary (Steele, Woods, Finkel, insights to guide future research. Crispin, Stallman, & Goodfellow, 1983):to speak rabidly or incessantly on an uninteresting topic or Introduction with a patently ridiculous attitude." Although this definition suggests flaming is merely an annoying pe- With the proliferation of communication media in culiarity that should not be taken seriously, the term the twentieth century, considerable scholarly effort appears to have been broadened over time to include has been directed toward defining and assessing the a variety of generally negative antisocial behaviors, impact of media on the process of communication. including the expression of hostility, the use of Much of this effort has exploredhypothesized profanity, and the venting of strong emotions. effects of media on those who use the media. This Here are a few of the definitions of flaming that "media effects tradition" has not been without its can be found in the literature on computer-mediated critics (Anderson & Meyer, 1988, for example), yet communication: effects research retains a prominent position in mass speaking incessantly, hurling insults, tandi communication scholarship (Lowery & DeFleur, using profanity (Baron, 1984) 1988).The search for effects continues to be pursued by those who study human communication the practice of expressing oneself more mediated by computer technologies, such as strongly on the computer than one would in electronic mail and computer conferencing, a other communication settings (Kiesler, Siegel, growing research area that is generally referred to as & McGuire, 1984) computer-mediated communication (CMC). the hostile expression of strong emotions and Among the possible effects that have been dis- feelings (Lea, O'Shea, Fung, & Spears, 1992) cussed in the growing body of research on CMC, the tendency to react more critically or with one of the most widely commented on, and perhaps greater hostility over this medium, leading to least understood, is what is popularly known as an escalation of conflict (Rice & Steinfield, flaming. Typically asserted to be an antisocial effect 1990) of CMC, flaming can be thought of as uninhibited heated, emotional, sometimes anonymous, behavior of CMC users that is revealed in the venting by a participant (Selfe & Meyer, 1991) exchange of emotionally charged, hostile and in- emotional outbursts of rudeness, profanity, or sulting messages. This definition, however, is only even exultation (Spitzer, 1986) tentatively offered as a starting reference point for the heated exchange of messages expressing those unfamiliar with the term. It will be argued that hostility or defensiveness toward others on a previous conceptual and operational definitions of computer network (Thompsen & Ahn, 1992) flaming have been inconsistent, and the resulting insults, swearing, and hostile,intense ambiguity reflects a general lack of theoretical language (Walther, 1992) r. Social Influence Model of Flaming, p. 2 This diversity of definitions for flaming illustrates 1990; Sproull & Kiesler, 1991).So has social a general lack of conceptual clarity as to what presence theory (Short, Williams, & Christie, 1976), cor,stitutes flaming.Is flaming a behavior, a which holds that the inability of CMC to transmit message characteristic, or a linguistic genre? Does much of the social information present in face-to-face flaming arise from a relaxing of inhibitions or an interaction leads to more impersonal communication intensifying of hostility?Is flaming reflective of (Hiltz et al., 1986; Rice, 1984; Steinfield, 1986). strong emotions, incessant banality or immature Other approaches that have been used to account for histrionics? flaming include information richness theory (Daft & To be fair, theoretical constructs are inherently Lengel, 1986), which holds that media vary in abstract (Judd, Smith. & Kidder, 1991) and perhaps richness of information, and the absence of social the diversity of conceptual definitions should be of context cues hypothesis (Sproull & Kiesler, 1986), less concern than the extent to which researchers which suggests that a lack of social information in agree on operational definitions of flaming. Here the CMC contributes to uninhibited behavior. situation is not much better. In their reviews of past This crowded theoretical milieu may have done research, both Anderson and Walther (1992) and Lea more to confuse than to clarify our understanding of et al. (1992) have noted that flaming has not been flaming.Further, the empirical support for these consistently operationalized in past research. Most theories has been mixed. (For a review of the extant studies have used some measure of uninhibited research on flaming, see Lea et al.,1992.) behavior.But while some have restricted their Explanations for flaming are almost as plentiful as examination to negative emotional content by definitions for this gossamer concept. As one recent counting instances of insults and name-calling critique put it, "in the rush to describe and catalogue
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