Accountability and Empathy by Design: Encouraging Bystander Intervention to Cyberbullying on Social Media

Bystander intervention can reduce the amount of cyberbullying victimization on social media, but bystanders often fail to act. Limited accountability for their behavior and a lack of empathy for the victim are frequently cited as reasons for why bystanders do not act against cyberbullying. We developed design interventions that aimed to increase accountability and empathy among bystanders. In Study 1, participants were experimentally exposed to three social media posts with different types of empathy nudges. Empathy nudges embedded into social media posts displayed the potential to motivate empathy. In Study 2, participants took part in a 3-day experiment that simulated a social media experience. Results suggested that increased social transparency on social media promoted accountability through heightened self-presentation concerns, but empathy nudges did not encourage greater bystander empathy. Both accountability and empathy predicted bystander intervention, but the types of bystander actions promoted by each mechanism differed. We consider how these results contribute to theories of bystander behavior and designing social media to promote prosocial behaviors.