Proceedings of the 53rd Hawaii International Conference on System Sciences | 2020

“They Deserved It”: Using the Just World Hypothesis to Understand Victim
Blaming, Apathy, and Support on Social Media

Laurie Giddens Stacie Petter

Southern Illinois University Edwardsville Baylor University
lgidden@siue.edu Stacie_Petter@baylor.edu

Abstract has a tremendous impact on individuals and society.

Research on the dark side of social media use have
Social media offers a forum for individuals to studied social media addiction [51, 65], stress [23],
share experiences after being wronged by an and cyberbullying and harassment [7, 21].
individual, an organization, a group, or a government. Social media organizations often purport the value
While some individuals gain support through sharing of their organizations to connect individuals or to
experiences on social media, other victims become the enable individuals to express themselves. For
subject of attacks or receive little to no response from example, the mission statement for Facebook is “Give
others regarding their injustice. An individual’s people the power to build community and bring the
response to a victim’s social media post may be world closer together” [20]. Twitter states, “We
explained by the just world hypothesis. In this article, believe in free expression and think every voice has
we explain the just world hypothesis and how this the power to impact the world” [66]. Tencent, the
theory applies to when individuals respond to victims owner of WeChat, says that its mission is “to improve
on social media. The just world hypothesis offers a the quality of life through internet value-added
means to understand factors that encourage negative services” [63].
social media behaviors. In this conceptual article, we To some extent, social media organizations have
explain how future research may leverage the just delivered on these values by allowing for the
world hypothesis as a theoretical lens to examine why development of important social movements. For
individuals engage in victim blaming, victim apathy, example, social media has provided a platform to help
or victim support using social media. individuals rise up against social and political
injustices [60], such as the Arab Spring in 2011 [53].
Social media has also empowered communities during
natural disasters, such as the Thailand Flood [39].
1. Introduction Many individuals use social media to share their
experiences, seek out information, connect with
In recent years, scholars have acknowledged that others, and find social support [17]. Social media is a
while information technology (IT) can bring about forum that can connect individuals to bring about
benefits to organizations and individuals, there are social change (or not) [67] or can enable discourse on
also negative impacts, or a “dark side” of IT use. topics that may be emancipatory or hegemonic [50].
Research examining the “dark side” of IT use often Yet, while social media offers some individuals
encompass negative behaviors and reactions, such as and groups emotional and social support and
technostress, information overload, technology connections, others experience blame or apathy from
addictions, anxiety, and IT misuse [12, 54]. “Dark others on social media when seeking support related to
side” research includes the study of the negative a victimizing experience or a social movement. Some
aspects of IT in the workplace [2, 19, 62] as well as the individuals share tragic experiences through social
“dark side” of hedonic technologies, such as social media, such as those who posted videos and pictures
media [65]. when Southwest Airlines flight #1380 in danger of
Social media offers an area ripe for exploration of crashing. These social media posts received a variety
“dark side” behaviors because the number of social of responses ranging from empathy to ridicule. Social
media platforms and number of social media users. movements in which victims have shared their
Estimates suggest social media users around the world collective experiences on social media, such as Black
reached 3.5 billion in April 2019 [16], and the Lives Matter, #MeToo, or #TimesUp have been met
extensive use of social media technology worldwide

URI: https://hdl.handle.net/10125/64466
978-0-9981331-3-3 Page 5911
(CC BY-NC-ND 4.0)
with both support from the general public as well as More specifically, the just world hypothesis
negative responses. explains and predicts human reactions to victims of
While research has considered how social media injustice. Lerner describes feelings of injustice as “the
features can promote collective action for positive violation of that which is judged to be appropriate”
impacts [53], new lenses and theories can shed light on [40:10]. The tendency of humans to make a judgement
why social media users choose to blame, ignore, or about what should be the consequence of an event is a
support victims or social movements on social media. common reaction to one’s environment. When
To examine the reasons why individuals engage in individuals see victims of human suffering or
harmful behaviors on social media, we need a injustice, it violates the belief that the world is just,
theoretical lens that explains why individuals may which can lead individuals to react to a perceived
engage in negative discourse. In this research, we injustice with fury, outrage, and indignation [40, 42].
introduce the just world hypothesis to understand how When an individual observes another’s unjust
people respond to social media posts and calls for suffering, it imposes the idea that the observer might
social movements online. also be a victim of injustice [41]. The observer’s just
The just world hypothesis asserts that individuals world view becomes challenged, and s/he will seek to
make sense of injustices in the world by assuming that rectify the situation by intervening to restore justice.
victims are getting what they deserve [42]. Research However, if observers are unable to restore justice to
examining the just world hypothesis (also referred to the victim, the observer will respond cognitively by
as Belief in a Just World) has considered perceptions aligning the situation with their belief in a just world
about victims among jurors [22], opinions of victims [10:288].
of bullying in school [15], and views regarding By connecting an individual’s circumstance to
organizational justice in the workplace [35]. The just their own actions or moral character, the observer can
world hypothesis explains why individuals sometimes then perceive the situation as just or fair, thereby
blame or ignore victims or social movements on social reducing the negative dissonance experienced when
media. one’s belief in a just world is threatened [31]. As such,
The research objective of this conceptual paper is individuals who have convinced themselves that a
to illuminate the rationale for negative behavior using victim is deserving of the injustice and responsible for
the just world hypothesis. Through this understanding his/her own misfortune may respond by derogating, or
of the just world hypothesis, future research can blaming, the victim [42]. This response is known as
explore how social media affordances may contribute the derogation effect and is well-established in social
to or negate the effects of the just world hypothesis. psychology literature [10, 25, 41]. Blaming a victim is
The next section provides a description of the just a common response to observed suffering in the world
world hypothesis by describing the theory, its when one is not able to restore justice [28, 31, 43].
assumptions, and key constructs. Next, we offer a Victims may engage in self-derogation to resolve
discussion of the affordances provided by social media the cognitive dissonance that occurs when the victim
and how the just world hypothesis is applicable in the cannot explain their circumstance. Self-derogation, or
context social media. Finally, we offer an agenda for blaming oneself for being a victim, has been noted
future information systems (IS) research using the just among those imprisoned in Nazi concentration camps
world hypothesis and social media affordances to [5] and rape victims [44]. In these instances, victims
study victim blaming, apathy, and support on social employ self-derogation as a means to cope with the
media. overwhelming idea that their suffering could happen
to innocent people [42].
2. Just world hypothesis To trigger the derogation effect, (1) the victim
must be innocent of the injustice that has occurred, (2)
The just world hypothesis, devised by Melvin the observer must relate to the victim’s circumstances
Lerner, states that “Individuals have a need to believe (i.e. the situation could happen to them), and (3) the
that they live in a world where people generally get observer must be unable to restore justice to the victim
what they deserve” [42:1030]. This hypothesis [40, 43]. An individual’s belief in a just world, which
proposes that individuals believe in a just world to influences the derogation effect, becomes threatened
explain events in the world that directly affect people’s under certain conditions. When observers encounter
fate. Individuals recognize that the world is not always victims who experience continuous or prolonged
just or fair; however, the belief that individuals tend to suffering after a harmful event, individuals’ just world
get what they deserve enables individuals to maintain beliefs are threatened [28]. For example, observers
a level of perceived control over the outcome of their may view a person who becomes a quadriplegic after
pursuits and function in society [40]. a drunk driver causes an accident as experiencing

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significant suffering. Threats to just world beliefs are affordances are posited to impact behaviors in
raised when the perpetrator of harm has not been organizations, such as socialization and knowledge
brought to justice [28]. Moreover, just world beliefs sharing practices. Identifyability and networked
are threatened when the observer cannot change what information access are additional affordances that
happened to the victim or restore justice [6]. When influence online group discussion processes [30].
these circumstances are present, threats to just world Table 1 defines selected social media affordances from
beliefs are high, and observers are more likely to the literature. These affordances provide a foundation
derogate the victim. When this occurs, victims suffer to deepen our current understanding of the use of
from the original victimizing event and again when social media by victims and respondents.
they are blamed for their plight [34].
The just world hypothesis explains the derogation Table 1. Affordances of social media.
effect in response to victims to those in poverty [26, Affordance Definition
52], AIDS patients [36], and rape victims [22, 44]. The Visibility The ability of social media to make
extent to which an individual believes in a just world users’ behavior, knowledge, and
is affected by a person’s personality traits, such as network connections that were
previously invisible, visible [64]
authoritarianism and internal locus of control [27, 57]
Editability The ability of users to edit content that
and religious participation and conservative political
is collaboratively created online [64]
views [3]. Persistence The ability of social media to provide
Although belief in a just world is associated with continuous access to previously
negative outcomes (i.e. derogation effect), there are created content [64]
also positive outcomes associated with an individual’s Association The ability of social media to help
beliefs in a just world [10, 25]. Belief in a just world users create and maintain relationships
serves to shield individuals from the reality of harsh, between people and between people
unjust life circumstances by allowing people to keep and information [64]
their beliefs and thus preserve their well-being [61]. Identifyability The ability of social media to identify
Those who have a high belief in a just world minimize individual users [30]
unfairness and are less angry at unjust events [9] and Networked The ability of social media to provide
information access to multiple networks of
have higher levels of trust in individuals and social access information [30]
institutions [3]. Moreover, those with high beliefs in a
just world are less likely to engage in deviant behavior
[14] as they believe that good deeds are rewarded [10]. 3.2. Terminology
Thus, belief in a just world is not a negative belief
system, but a deep-rooted belief system that Just world hypothesis research often refers to a
individuals have a strong need to protect. Individuals victim, who has experienced a harmful event or been
will protect their just world beliefs when threatened subject to a negative outcome. Observers become
with injustice as a protection mechanism against the aware of the victim because of a stimulus, which can
idea they could experience the same fate [25, 42]. be due to direct observation of a victimization, reading
Outside of social psychology, the just world a scenario, or exposure to information through
hypothesis has been applied to a variety of contexts newspapers or television [29]. In this research, we
and domains including political science [4, 52], focus on social media as the stimulus that makes others
criminal justice [11], management [35], and marketing aware of the victim, even though the initial
[68, 69]. Despite the extensive application of the just victimization may occur online or offline.
world hypothesis across domains, this theoretical lens An observer may or may not blame the victim for
is underutilized in informing IS research. the victimization that occurred, depending on the
observer’s level of belief in a just world [45]. The
observer may engage in no action or may choose to
3. Social media and just world hypothesis become a contributor regarding the victimization by
responding on social media. The contributor may
3.1. Social media affordances respond through offering support to the victim or by
engaging in blaming of the victim.
Numerous affordances of social networking sites Within the context of social media, there are
are identified in extant literature [30, 38, 46, 64] with several types of victimization. In the examples
the majority of research focusing on enterprise social discussed below, there is an initial, or primary,
media. Treem and Leonardi [64] identify four victimization in which a person becomes a victim.
affordances of enterprise social media: visibility, However, if victim blaming occurs, the victim
editability, persistence, and association. These

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experiences a secondary victimization resulting from 3.3.2. Contributor offers victim support on social
the backlash experienced on social media [72]. Table media. Others share their prior victimization on social
2 provides a summary of this terminology that we use media to offer support for others. When several
to explain the application of the just world hypothesis actresses shared stories of sexual assault by a popular
in the context of social media. Hollywood producer, Alyssa Milano, a well-known
actress, encouraged victims of sexual assault to use the
Table 2. Key terms and definitions. hashtag #MeToo [58]. Milano became a contributor to
Term Definition encourage others to support victims of sexual assault.
Victim The individual who is the subject of a While many victims felt strong support through the
negative or harmful event #MeToo movement on social media [47], others
Stimulus Prompt that enables others to realize
expressed concerns that privately, observers may be
that a person is a victim or that a
victimization has occurred blaming these victims [48].
Observer An individual that has obtained
knowledge about a victim and his/her 3.3.3. Victim learns of victimization on social
victimization media. Sometimes a victim is unaware of the primary
Contributor An observer that chooses to speak out victimization until the event is shared on social media.
regarding the victim or victimization One example of this scenario is revenge pornography,
through support or blaming which occurs when a person posts sexually explicit
Response The post on social media made by a
images or videos online of another individual without
contributor regarding a victim’s
experience their knowledge or permission [1]. The images are
Primary The initial harm experienced by the most often posted by a former intimate partner. One
Victimization victim that was initially observed by victim, known as “Jane,” recounted her experience
others when an ex-boyfriend posted nude photos of Jane on
Secondary Additional harm or negative events the website, UGotPosted. Jane consented to her
Victimization that occur after observers or boyfriend taking the pictures of Jane when they were
contributors engage in blame or dating. After the couple stopped dating, the ex-
apathy boyfriend posted these pictures online. Jane received
phone calls, emails, and social media friend requests
3.3. Victimization stimuli on social media from hundreds of people that primarily solicited her
for sex [73]. The aftermath of revenge porn can have
There are several ways in which individuals devastating psychological effects on the victims [1].
become observers of a victim’s circumstance using
social media. 3.3.4. Secondary victimization occurs on social
media. Sometimes news events make a victimization
3.3.1. Victim shares experience on social media. In public and contributors respond via social media. In a
some cases, an individual may share their story of highly publicized case, a 13-year old girl in the United
victimization through social media. For example, States was raped by two 18-year old high school
passengers on Southwest Airlines Flight 1380 on April students in 2013. While the victim did not share her
17, 2018 thought that their plane was about to crash victimization on social media, people in the
after an engine exploded and depressurized the cabin. community came to the defense of the men charged
One passenger purchased in-flight Wi-Fi to share his with the crime and blamed the young victim on Twitter
final moments with loved ones using live streaming on [71]. In this case, not only was the young girl a victim
social media. Other passengers posted pictures and of rape, but she was victimized again when the
messages on social media as the pilots and crew community blamed her and her family for the legal
worked to safely land the plane. The plane landed problems of the perpetrators.
safely (with one fatality), but the passengers and crew
on this flight were victims of a horrific experience 3.3.5. Secondary victimization occurs on social
mid-flight (i.e., primary victimization). However, media (without primary victimization). Some
many passengers, including the one who livestreamed individuals become the victims of trolling attacks. For
the final moments of the flight, became the subject of example, Leslie Jones (an actress) was inundated on
a secondary victimization after being ridiculed on Twitter and other social media sites with hateful
social media for the act of livestreaming or posting the memes, racist comments, and other vulgarities after
event on social media [32]. the release of her movie, Ghostbusters, in 2016. As a
result, Twitter permanently banned Milo

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Yiannopoulos, who instigated many of the vulgar 57]. Therefore, as observers tend to be more
social media attacks against Leslie Jones [33]. Many authoritarian, conservative, religious, and believe in
individuals supported Leslie Jones during these online internal locus of control, there tends to be higher levels
attacks, but others viewed Yiannopoulos as the victim of victim derogation. Thus, some observers who
and either expressed support for Yiannopoulos as a possess these traits are more likely to continue to
victim or further attacked Leslie Jones online. blame a victim using social media.
Social media affordances relevant to victim
3.4. Responses to victims blaming include visibility and persistence. On social
media, individuals may observe many victims of
The just world hypothesis contends that individuals social injustice, which can make it feel impossible for
try to reconcile unexplainable events that happen to observers to restore justice. As individuals make their
victims using two primary methods: (1) restoration of experiences visible to others (i.e., visibility) and
justice or (2) derogation of the victim [42]. We because the information can be accessed over time
propose that when social media is the stimuli in which (i.e., persistence), observers may struggle to identify
an observer learns about a victimization, this may how justice can be restored.
affect the nature of the observer’s response (or lack of In the Black Lives Matter social movement in the
response). Furthermore, social media affordances may United States, many victims of police injustice or
explain why individuals apply the just world brutality felt a sense of empowerment or agency by
hypothesis in social media contexts. sharing their experiences and gaining support through
social media [70]. The issues represented by the social
3.4.1. Victim blaming. When an observer learns movement of Black Lives Matter represents the
about a victim due to a stimulus, the observer may intersection of many groups and problems within the
believe the victim is responsible to varying degrees for United States, such as prejudice, race relations,
their victimization [59]. When an individual is relationships between local communities and law
perceived as having some level of responsibility for enforcement, and local and federal laws. Some
his/her victimization, this is known as victim blaming observers have never been subject to prejudicial
(or victim facilitation or victim precipitation) [18]. experiences with law enforcement and do not
Victim blaming occurs in a variety of contexts. For understand what the victims have experienced.
example, a study of rape culture in social media Consequently, these observers do not view the victims
forums revealed that 25% of all comments made on as suffering harm and have no need to restore justice
articles discussing rape blamed the victim [72]. [57]. Others cannot imagine a solution to these
Observers often blame victims if the victimization complex problems within the United States. When
is severe and the chance of restoring justice is low [10, observers cannot identify a solution, then observers
68]. For example, when there is a large number of tend to look for other reasons to explain world events
victims or the victimization is the result of a wicked by blaming the victim [42].
problem that cannot be easily addressed (i.e. poverty, In an extreme case of the social media affordance
climate change, war refugees), observers may feel that of identifyability, Diamond Reynolds livestreamed the
interventions to restore justice are futile and resort to shooting death of her boyfriend, Philandro Castille, by
re-interpreting the situation to ascribe blame to the a police officer at a traffic stop while she was in the
victim to maintain their belief in a just world. Studies car. She became one of the many faces of the Black
indicate that people are more likely to respond to Lives Matter movement. Yet, given the extreme
appeals for help when the need is low [49, 68]. Further, scenario (i.e., a man stopped for a broken taillight was
research indicates that individuals will utilize killed by a police officer), many looked for reasons to
emotion-based coping mechanisms to deal with blame Castille for his outcome. The mass media
situations in which they have little control over the revealed that Castille had been stopped by police
outcome [24]. dozens of times and that there was suspicion of
The inability to restore justice may be a reason for Castille being part of a recent armed robbery. Because
an observer to become a contributor on social media to social media affords identifyability, critics on social
blame a victim. However, victim blaming on social media could then look for reasons to blame Castille or
media may be more related to individual attributes of Reynolds for their victimization. When individuals
the observer and the level of belief in a just world. could not explain why a law enforcement officer
Research indicates that individuals with a high belief would shoot and kill an innocent man at a traffic stop,
in a just world are associated authoritarian beliefs [57], the just world hypothesis explains this reaction by
conservative views [52], religious participation [3], many as a need to make the victim responsible for the
and internal locus of control (personal agency) [27, injustice to make things “right with the world.”

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 To reduce an observer’s propensity toward the just victim; or (3) the observer does not rely on the just
world hypothesis, one can create more similarities world hypothesis to make sense of the world [6].
between observers and victims using the social media For example, when a stalker secretly recorded and
affordance of association. The law enforcement officer posted videos of an ESPN reporter, Erin Andrews, on
claimed that one reason he stopped Castille and social media, some people (often anonymously)
Reynolds was because Castille resembled someone criticized the videos for their quality or lack of content
that committed a recent armed robbery. Since most in the video. Yet, there was a large outcry in support
observers have not been accused of looking like of Andrews for this invasion of her privacy [55]. For
someone that has committed an armed robbery, there many, Andrews’ victimization, in which she was
would be less sympathy and more potential for victim filmed through the peephole of a hotel room, was a
blaming. However, if the narrative about Castille had scenario that could happen to anyone. When observers
focused on him being stopped for a broken taillight (a can characterize a smaller distance between the victim
situation that may occur for any person that owns a and themselves, this leads to higher levels of victim
car), then this may have led to less blaming of the support.
victim. There are also studies that suggest that not
everyone relies on the just world hypothesis to make
3.4.2. Victim apathy. When victims are perceived to sense of the unexplained circumstances in the world
have a level of responsibility for their victimization, [56]. If individuals have other means to “restore
observers may respond differently to the victim. Some justice” (e.g., forgiveness), then this urge to blame a
may choose to ignore the victim while others fail to act victim for their circumstance is not needed by the
to support the victim by engaging as a bystander [37]. observer [61]. Additionally, if an observer does not
The just world hypothesis suggests that observers view the victim as suffering or if the observer is
would not engage if they did not feel it is possible to connected to or strongly identifies with the victim,
restore justice or if the victim does not deserve their then the just world hypothesis will not be exhibited
support [40]. A study of adolescents found that [42]. Social media has provided the means to offer
individuals tend to remain a bystander when someone some individuals a sense of empowerment through
is a victim of cyberbullying partly due to the sharing their experiences with others online. In social
observer’s perception that there is little ability to movements, those that have been victimized and can
intervene [13]. Other research suggests that when share their experiences through a social movement,
individuals feel powerless to change the outcome for such as #MeToo, #TimesUp, or #BlackLivesMatter,
good, they will avoid making a decision about the individuals have an opportunity to use their
situation [8]. This type of belief suggests that the victimization or their past experiences to demonstrate
observer perceives little ability to restore justice and support for other victims. These types of contributions
therefore chooses not to engage. If the observer felt offer observers a means to make a difference through
more empowered to make a difference (to the victim social support to restore a sense of justice in the world.
or to restore social justice), then the just world The social media affordance of association can be
hypothesis would have a smaller effect. particularly strong for supporters. Being able to
While social media offers the affordance of identify as part of a group or social movement can be
association to create relationships, it may be that this a reason why individuals may contribute support to a
affordance is not utilized by observers with a strong victim. Visibility, identifyability, or networked
belief in a just world. Furthermore, the persistence information access are social media affordances that
affordance of social media may also numb observers may encourage support for victims or social
to victims’ experiences, which may lead to apathy if movements on social media.
there appears to be no way to restore justice to the
victim. 4. Developing a research agenda for the
3.4.3. Victim support. According to the just world just world hypothesis and social media
hypothesis, a person will seek to restore justice if they
feel the victim is innocent [41]. Thus, in the case of In this paper, we offer a lens to examine social
victim support in the context of social media, media behaviors. The just world hypothesis can
observers may choose to contribute and support a illuminate our understanding of why some victims or
victim if one or more of the following is perceived to social movements receive support from contributors
be likely: (1) the victim is perceived to be innocent by online, why some victims are blamed on social media,
the observer; (2) the observer feels empowered that and why some victims are ignored. Understanding the
their supportive contribution will restore justice to the just world hypothesis, in conjunction with social

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media affordances, is useful to develop a series of the derogation of the victim or may encourage
topics for a research agenda regarding how individuals sympathy among the victims, the movement may find
engage with victims and social movements on social more support for their cause.
media. Beyond the sampling of research questions
The just world hypothesis has the potential to provided in Table 3, there are many other possibilities
explain individual’s behaviors online as they observe for research related to the just world hypothesis in the
victims. The types of research methods used may context of social media and/or information systems.
include experiments, observations of social media The suggestions above offer just a few examples of the
posts, or interviews with users to understand behaviors opportunities to examine how individuals respond to
on social media. Table 3 provides ideas of research victims online.
questions to study the application of the just world Throughout this paper, we share many examples of
hypothesis and social media affordances. victims online; however, we found few citations
related to these or other similar types of events in IS
Table 3. Sample research questions for social research. One reason may be due to the length of the
media affordances and the just world hypothesis publication process. However, we also boldly suggest
How does the medium (e.g. video, text, memes, an alternative reason regarding why we do not study
pictures, or combination) and the affordances of the these behaviors on social media. As researchers, we,
medium used as a stimulus affect responses to the too, may believe the just world hypothesis. We may
victim? choose to avoid certain phenomena, particularly in
How does visibility of victim postings impact the
terms of how technology may empower victims or
number and type of responses?
marginalize others, because of our belief in a just
How does identifyability of the victim impact the
number and type of responses? world. There are many difficult issues and wicked
What social media affordances provide observers the problems that we tend to grant little attention to within
ability to restore justice to victims? IS research, such as online sex trafficking,
Are there characteristics of the victimization, the victim, cyberbullying, and trolling, among other topics. We
or the affordances used on social media to communicate encourage researchers to consider topics that might be
information about the victimization that lead to higher ignored because in the back of our minds we may not
perceptions of (a) restoration of justice or (b) see victims, but rather people “that deserved it.”
derogations of victims?
Does the number of contributions or intensity of
contributions affect the responses of observers? 5. Conclusion
How does an observer’s or contributor’s identifyability
affect their willingness to engage through victim As we study the “dark side” of IT use or social
support or victim blaming? media, there are many more opportunities available for
How does the design of social media platforms and the research. Beyond the traditional topics of dark side IT
affordances enabled by the platform encourage or
use, such as technostress, information overload,
discourage sympathy for victims (which may lead to
increased support and less blame)? technology addictions, and anxiety [12, 54], our
What features and affordances of social media or research introduces the just world hypothesis to
content contributions are associated with secondary understand why individuals may choose to support,
victimization and why? ignore, or blame victims. We argue that the social
media behaviors of ignoring or blaming victims can
By using social media as a context to study the just also be part of the “dark side” of IT use.
world hypothesis, there is also the potential to consider Through this research, we explain the just world
how we might intervene to enable victims to have the hypothesis as well as provide examples of how this
ability to garner the support needed. Using research, it lens is applicable in the study of behaviors on social
may be possible to offer techniques, such as design media. By understanding the derogation effect and its
science research or action interventions to reduce the triggers, researchers can explore how users of social
just world hypothesis for observers. We offer these media might mitigate this effect. While most of our
research questions to encourage research to creatively examples are related to individual victims, this lens
consider how we might encourage more victim could explain why some social movements gain
support. As an example, assume there is a group traction online while others fail to gain momentum.
seeking to gain support to eliminate children being We also acknowledge that “victim” is in the eye of
forced to participate in military action. This group may the beholder. As in the earlier example of Leslie Jones,
find difficulty in finding support among observers. By while we believe that Ms. Jones was the victim, others
understanding how to craft appeals that may reduce view Yiannopoulos as the victim for being banned

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from social media. There can be situations in which it [11] Dalbert, C., and E. Filke, “Belief in a Personal Just
is not clear exactly who the victim is. Our assumption World, Justice Judgments, and Their Functions for
is that to support a victim, one does not need to berate, Prisoners”, Criminal Justice and Behavior 34(11), 2007,
disparage, or victimize another. We also wish to note pp. 1516–1527.
[12] D’Arcy, J., A. Gupta, M. Tarafdar, and O. Turel,
that that as we conduct research related to victims on “Reflecting on the ‘Dark Side’ of Information Technology
social media, we should take care to avoid secondary Use”, Communications of the Association for Information
victimization of a victim. Our research questions Systems 35, 2014.
should not suggest that the victim’s communication of [13] Desmet, A., C. Veldeman, K. Poels, et al.,
their victimization is the reason for victim blame or “Determinants of self-reported bystander behavior in
apathy. There is also a need to take care in explaining cyberbullying incidents amongst adolescents”,
or providing evidence of victimization that occurs in Cyberpsychology, behavior and social networking 17(4),
social media to avoid new trolling or negative 2014, pp. 207–215.
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