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violation of ethical principles, along with apparent injustices and inappropriate reactions. Flame wars can result in reputational damage, decreased consumer confidence, drops in stock prices and company assets, increased liabilities, increased lawsuits, and a decrease in customers, influencers and sponsors. Based on an assessment of the damage, companies can take years to recover from a flame war that may detract from their core purpose. Kayser notes that companies should prepare for possible flame wars by creating alerts for a predefined "blacklist" of words and monitoring fast-growing topics about their company. Alternatively, Kayser points out that a flame war can lead to a positive experience for the company. Based on the content, it could be shared across multiple platforms and increase company recognition, social media fans/followers, brand presence, purchases, and brand loyalty. Therefore, the type of marketing that results from a flame war can lead to higher profits and brand recognition on a broader scale. Nevertheless, it is encouraged that when a company utilizes social media they should be aware that their content could be used in a flame war and should be treated as an emergency.
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language", etc. Flaming by perpetrators within the online community is commonly received by messaging through text and rarely by face to face or video communication. By basing their conversations on text and not taking full accountability as the "flamer", they have a reduced self-awareness of others feelings, emotions and reactions based on the comments that they provide within the virtual community. The reader now has the perception that this "flamer" is difficult, rude and possibly a bully. The flamer may have limited social cues, emotional intelligence to adapt to others reactions and lack of awareness of how they are being perceived. Their personal social norms, may be considered disrespectful to the reader that has different social norms, education and experience with what is and is not appropriate within virtual communities.
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models. Even when only a single topic is being discussed, each participant in a conversation employs a different mental model to interpret the subject. Fundamental assumptions differ but are never brought into the open. Goals are different but left unstated. It is little wonder that compromise takes so long. And even when consensus is reached, the underlying assumptions may be fallacies that lead to laws and programs that fail. The human mind is not adapted to understanding correctly the consequences implied by a mental model. A mental model may be correct in structure and assumptions but, even so, the human mind—either individually or as a group consensus—is apt to draw the wrong implications for the future.
70:, which is the act of someone causing discord online or in person. Flaming emerges from the anonymity that Internet forums provide for users and which allow them to act more aggressively. Anonymity can lead to disinhibition, which results in the swearing, offensive, and hostile language characteristic of flaming. Lack of social cues, less accountability of face-to-face communications, textual mediation and deindividualization are also likely factors. Deliberate flaming is carried out by individuals known as flamers, which are specifically motivated to incite flaming. These users specialize in flaming and target specific aspects of a controversial conversation.
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normally would not when they have their identity known. Another factor in flaming is proactive aggression "which is initiated without perceived threat or provocation" and those who are recipients of flaming may counter with flaming of their own and utilize reactive aggression. Another factor that goes into flaming are the different communication variables. For instance, offline communications networks can impact the way people act online and can lead them to engage in flaming. Finally, there is the factor of verbal aggression and how people who engage in verbal aggression will use those tactics when they engage in flaming online.
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fighting back in an attempt to prevent a war of words. Flaming extends past social media interactions. Flaming can also take place through emails, and it may not matter so much whether someone calls an email a "flame", is based on whether she or he considers an email to be hostile, aggressive, insulting, or offensive. What matters is how the person receives the interaction. So much is lost in translation when communicating online versus in person, that it is hard to distinguish someone's intent.
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involves back-and-forth interactions similar to a negotiation. Flaming incidents usually arise in response to a perception of one or more negotiation partners being unfair. Perceived unfairness can include a lack of consideration for an individual's vested interests, unfavorable treatment (especially when the flamer has been considerate of other users), and misunderstandings aggravated by the inability to convey subtle indicators like
258:...whereas an open computer conference begins with a small number of well-informed and highly interested participants, it soon attracts others. That's all right; it's supposed to attract others. Where else would you get new ideas? But soon it attracts too many, far too many, and some of them are not only ignorant but aggressively
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Computer-mediated communication (CMC) research has spent a significant amount of time and effort describing and predicting engagement in uncivil, aggressive online communication. Specifically, the literature has described aggressive, insulting behavior as "flaming", which has been defined as hostile
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Corporate flaming is when a large number of critical comments, usually aggressive or insulting, are directed at a company's employees, products, or brands. Common causes include inappropriate behavior of company employees, negative customer experiences, inadequate care of customers and influencers,
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The individuals that create an environment of flaming and hostility, lead the readers to disengage with the offender and may potentially leave the message board and chat room. The continual use of flaming within the online community can create a disruptive and negative experience for those involved
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informed. Dilution takes place. Arguments replace discussions. Tempers are frayed. The result is that while computer conferencing began by saving time, it starts to eat up all the time it saved and more. Communications come from dozens of sources. Much of it is redundant. Some of it is stupid. The
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Thus, online conversations often involve a variety of assumptions and motives unique to each individual user. Without social context, users are often helpless to know the intentions of their counterparts. In addition to the problems of conflicting mental models often present in online discussions,
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The pleasant commentaries within a chat room or message board can be limited by a "war of words" fight or "flaming" with the intent to seek out a negative reaction from the reader. Humphreys defines flaming as "the use of hostile language online, including swearing, insults and otherwise offensive
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creates an element of anonymity, which allows users to feel insulated from the forms of punishment they might receive in a more conventional setting. Johnson identifies several precursors to flaming between users, whom he refers to as "negotiation partners," since
Internet communication typically
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was a victim of flaming as an image of her depicted as a mutilated body was spread around online forums. In addition to the doctored photo being spread virally, her social security number and home address were made public as well. Consequently, Sierra effectively gave up her technology career in
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An approach to resolving a flame war or responding to flaming is to communicate openly with the offending users. Acknowledging mistakes, offering to help resolve the disagreement, making clear, reasoned arguments, and even self-deprecation have all been noted as worthwhile strategies to end such
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Flaming can range from subtle to extremely aggressive in online behaviors, such as derogatory images, certain emojis used in combination, and even the use of capital letters. These things can show a pattern of behavior used to convey certain emotions online. Victims should do their best to avoid
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Mental models are fuzzy, incomplete, and imprecisely stated. Furthermore, within a single individual, mental models change with time, even during the flow of a single conversation. The human mind assembles a few relationships to fit the context of a discussion. As debate shifts, so do the mental
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Political flaming typically occur when people have their views challenged and they seek to have their anger known. Through the covering of one's identity people may be more likely to engage in political flaming. In a 2015 study conducted by
Hutchens, Cicchirillo, and Hmielowski, they found that
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Resolving a flame war can be difficult, as it is often hard to determine who is really responsible for the degradation of a reasonable discussion into a flame war. Someone who posts a contrary opinion in a strongly focused discussion forum may be easily labeled a "baiter", "flamer", or "troll".
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Flamebait can provide the poster with a controlled trigger-and-response setting in which to anonymously engage in conflicts and indulge in aggressive behavior without facing the consequences that such behavior might bring in a face-to-face encounter. In other instances, flamebait may be used to
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There are multiple factors that play into why people would get involved with flaming. For instance, there is the anonymity factor and that people can use different means to have their identity hidden. Through the hiding of one's identity people can build a new persona and act in a way that they
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is due to reductions in the transfer of social cues, which decrease individuals' concern for social evaluation and fear of social sanctions or reprisals. When social identity and ingroup status are salient, computer mediation can decrease flaming because individuals focus their attention on the
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A flame war results when multiple users engage in provocative responses to an original post, which is sometimes flamebait. Flame wars often draw in many users, including those trying to defuse the flame war, and can quickly turn into a mass flame war that overshadows regular forum discussion.
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disputes. However, others prefer to simply ignore flaming, noting that, in many cases, if the flamebait receives no attention, it will quickly be forgotten as forum discussions carry on. Unfortunately, this can motivate trolls to intensify their activities, creating additional distractions.
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A mass flamewar is a flamewar that grows out of a single post or comment into multiple other comments or posts quickly, in the same area where the original post was in. A mass flamewar usually lasts for multiple weeks, months, or even years after the first post was posted and died out.
342:"Taking the bait" or "feeding the troll" refers to someone who responds to the original message regardless of whether they are aware the original message was intended to provoke a response. Often when someone takes the bait, others will point this out to them with the
364:"those who were more experienced with political discussions—either online or offline—were more likely to indicate they would respond with a flame", and they also found that verbal aggression also played a role in a person engaging in political flaming.
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Flaming varies in severity and as such so too does the reaction of states in imposing any sort of sanction. Laws vary from country to country, but in most cases, constant flaming can be considered cyber harassment, which can result in
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action to prevent access to the site being flamed. However, as social networks become more and more closely connected to people and their real life, the more harsh words may be considered defamation of the person. For instance, a
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He added, "I noticed something: most of the irritation came from a handful of people, sometimes only one or two. If I could only ignore them, the computer conferences were still valuable. Alas, it's not always easy to do".
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invective, and textual amplifiers,” but to some sociologists flame wars can actually bring people together. What is being said in a flame war should not be taken too seriously since the harsh words are a part of flaming.
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Any subject of a polarizing nature can feasibly cause flaming. As one would expect in the medium of the
Internet, technology is a common topic. The perennial debates between users of competing operating systems, such as
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user spends more and more time dealing with irrelevancies. One day the user wakes up, decides the initial euphoria was spurious, and logs off, never to return. This is known as burnout, and it's apparently quite common.
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newsgroups in the
Eighties, where the start of a flame was sometimes indicated by typing "FLAME ON", then "FLAME OFF" when the flame section of the post was complete. This is a reference to both The Human Torch of the
240:, which in 1983 defined it as "to speak rabidly or incessantly on an uninteresting topic or with a patently ridiculous attitude". The meaning of the word has diverged from this definition since then.
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Among the characteristics of inflammatory behavior, the use of entirely capitalized messages, or the multiple repetition of exclamation marks, along with profanity have been identified as typical.
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were often socially and emotionally heated and intense, with many attacking one another through local newspapers. Such interactions have always been part of literary criticism. For example,
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after several reviewers posted scathing comments about her latest novel. Rice responded to the comments with her own lengthy response, which was quickly met with more feedback from users.
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the inherent lack of face-to-face communication online can encourage hostility. Professor Norman
Johnson, commenting on the propensity of Internet posters to flame one another, states:
346:"YHBT", which is short for "You have been trolled", or reply with "don't feed the trolls". Forum users will usually not give the troll acknowledgement; that just "feeds the troll".
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Evidence of debates which resulted in insults being exchanged quickly back and forth between two parties can be found throughout history. Arguments over the ratification of the
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Identity
Verification law was created to help control flaming and to stop "malicious use of the internet" but opponents to the law argue that the law infringes on the right to
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reduce a forum's use by angering the forum users. In 2012, it was announced that the US State
Department would start flame trolling jihadists as part of Operation Viral Peace.
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verbal behaviors, the uninhibited expression of hostility, insults, and ridicule, and hostile comments directed towards a person or organization within the context of CMC.
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Hutchens, Myiah J; Cicchirillo, Vincent J; Hmielowski, Jay D (12 February 2014). "How could you think that?!?!: Understanding intentions to engage in political flaming".
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schools in the United States as a present participle in a crude expression to describe an irascible individual and by extension to such individuals on the earliest
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S. Kiesler; D. Zubrow; A.M. Moses; V. Geller (1985). "Affect in computer-mediated communication: an experiment in synchronous terminal-to-terminal discussion".
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Popular culture continues to generate large amounts of flaming and countless flame wars across the
Internet, such as the constant debates between fans of
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Cho, Daegon; Kwon, K. Hazel (October 2015). "The impacts of identity verification and disclosure of social cues on flaming in online user comments".
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Martin Lea; Tim O'Shea; Pat Fung; Russell Spears. "'Flaming' in
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can have a lasting impact on some internet communities where even once a flame war has concluded a division or even dissolution may occur.
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180:'s works often extended to the author herself, with Emerson describing her as "without genius, wit, or knowledge of the world". In turn,
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discussion forums because of, as the site reported, "physical threats that have involved police and possible legal action" between
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Hwang, Jiyeon; Lee, Hwansoo; Kim, Keesung; Zo, Hangjung; Ciganek, Andrew P. (3 March 2016). "Cyber neutralisation and flaming".
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While these behaviors may be typical or expected in certain types of forums, they can have dramatic, adverse effects in others.
449:. Ongoing discussion of current celebrities and television personalities within popular culture also frequently sparks debate.
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714:"Childlessness pot shots may have worked with Julia Gillard, but there is rage over 'Princess Palaszczuk' | van Badham"
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Heidi McKee (2002). ""YOUR VIEWS SHOWED TRUE IGNORANCE!!!": (Mis)Communication in an Online
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Steele, Guy L; Woods, Donald R; Finkel, Raphael A; Crispin, Mark R; Stallman, Richard M; Goodfellow, Geoffrey S (1983).
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434:. As each successive technology is released, it develops its own outspoken fan base, allowing arguments to begin anew.
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programs of the time worked, by placing commands before and after text to indicate how it should appear when printed.
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Jane, Emma A. (1 March 2015). "Flaming? What flaming? The pitfalls and potentials of researching online hostility".
498:. The barbs exchanged between the two was highly publicized and is an example of political flaming and a flame war.
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computer networks as well. It was subsequently used in other parts of speech with much the same meaning.
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have investigated flaming, coming up with several different theories about the phenomenon. These include
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The literature suggests that, compared to face-to-face, the increased incidence of flaming when using
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Johnson, Norman A. (2009). "Anger and flaming in computer-mediated negotiations among strangers".
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and can lead to limited involvement and engagement within the original chat room and program.
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response to the ensuing harassment and threats that she received as a result of the flaming.
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In November 2007, the popular audio-visual discussion site AVS Forum temporarily closed its
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Turnage, Anna K. (1 October 2007). "Email Flaming Behaviors and Organizational Conflict".
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Please help update this article to reflect recent events or newly available information.
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S. Kiesler; L. Sproull (1992). "Group decision making and communication technology".
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video game systems, often escalate into seemingly unending "flame wars", also called
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Jacob Borders, in discussing participants' internal modeling of a discussion, says:
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An Interactional Reconceptualization of "Flaming" and Other Problematic Messages
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Turnage, Anna K. (2007). "Email Flaming Behaviors and Organizational Conflict".
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became involved in a flame war of sorts on the review boards of online retailer
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The Hacker's dictionary: a guide to the world of computer wizards
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Conforming to the Flaming Norm in the Online Commenting Situation
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1419:"Flame war management: handling crises in the social media age"
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Flame wars can become intense and can include "death threats,
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Older flamebait reference on USENET, 1985 (via Google Groups)
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social context (and associated norms) rather than themselves.
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Flame War Management Handling Crisis in the Social Media Age
1495:"'Delete your account': Clinton, Trump in Twitter flame war"
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Flame trolling is the posting of a provocative or offensive
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1312:"New Strategy in the War on Terror: Trolling Jihadi Forums"
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Cyberbullying Prevention and Response: Expert perspectives
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Act of insulting and offending people on the internet
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Organizational Behavior and Human Decision Processes
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operating system, or operating systems based on the
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100:and reduced awareness of other people's feelings (
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1007:System Dynamics in Education Project. p. 4.
207:newsgroups although it was known to occur in the
184:called Emerson a "hoary-headed toothless baboon"
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733:Peter J. Moor; A. Heuvelman; R. Verleur (2010).
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998:"Counterintuitive Behavior of Social Systems"
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952:Journal of Personality and Social Psychology
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860:Contexts of Computer-Mediated Communication
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1338:Journal of Computer-Mediated Communication
1119:Journal of Computer-Mediated Communication
698:: CS1 maint: location missing publisher (
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203:. Internet flaming was mostly observed in
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1643:Kirschner, Paul A.; et al. (2003).
1473:"Format war fanboys shut down AVS Forum"
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1471:Moskovciak, Matthew (7 November 2007).
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1452:Schwartz, Mattathias (3 August 2008).
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1628:. John Benjamins Publishing Company.
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1607:Mediated interpersonal communication
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234:The term "flaming" is documented in
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1577:Porter, David (13 September 2013).
1519:Wallace, Patricia (19 March 2001).
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1014:from the original on 23 August 2009
191:, "flaming" was used at East Coast
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1624:Sally Sieloff Magnan, ed. (2008).
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906:ETC: A Review of General Semantics
246:in 1986 explained why he wanted a
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1376:Ethics and Information Technology
1310:Sydiongco, David (19 July 2012).
668:Social media: enduring principles
585:Spiral of silence on the Internet
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1668:Social Media Enduring Principles
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218:The term "flaming" was seen on
127:computer-mediated communication
1666:Ashlee Humphreys, ed. (2016).
1523:. Cambridge University Press.
1521:The psychology of the Internet
1192:. New York: Harper & Row.
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481:advocates of the rival formats
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494:and the Democratic candidate
414:processors, and users of the
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783:10.1037/0003-066X.39.10.1123
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1670:. Oxford University press.
1458:The New York Times Magazine
742:Computers in Human Behavior
636:Computers in Human Behavior
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406:operating system, users of
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102:online disinhibition effect
66:. Flaming is distinct from
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2230:Internet forum terminology
1626:Mediating discourse online
964:10.1037/0022-3514.89.6.925
818:10.1207/s15327051hci0101_3
806:Human-Computer Interaction
666:Humphreys, Ashlee (2016).
488:2016 Presidential election
170:United States Constitution
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1605:Elly Konijn, ed. (2008).
1388:10.1007/s10676-015-9362-0
1290:"Definition of Flamebait"
1050:10.1016/j.dss.2008.10.008
925:Computers and Composition
754:10.1016/j.chb.2010.05.023
648:10.1016/j.chb.2015.04.046
509:Internet Service Provider
32:This article needs to be
2077:Advertising and products
1609:. Taylor & Francis.
1552:Patchin, Justin (2012).
1529:10.1017/CBO9780511581670
1088:10.1177/1461444814522947
1038:Decision Support Systems
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1218:"All Sorts of Software"
1076:New Media & Society
873:Moor, Peter J. (2007).
237:The Hacker's Dictionary
106:anti-normative behavior
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1454:"The Trolls Among Us"
770:American Psychologist
559:It's okay to be white
463:In 2007, tech expert
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2082:Animation and comics
1651:. London: Springer.
884:University of Twente
735:"Flaming on YouTube"
605:"Flaming Definition"
1951:Padonkaffsky jargon
722:. 31 December 2019.
174:Ralph Waldo Emerson
502:Legal implications
145:facial expressions
94:Social researchers
2235:Internet trolling
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2155:Eternal September
1698:FlameWarriors.net
1658:978-1-85233-664-6
1635:978-90-272-0519-3
1616:978-0-8058-6303-1
1556:. NY: Routledge.
1427:Ernst & Young
1423:EY Consulting Hub
1167:Information Today
777:(10): 1123–1134.
368:Corporate flaming
359:Political flaming
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1579:Internet Culture
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1429:. Archived from
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1082:(8): 1201–1219.
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994:Jay W. Forrester
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748:(6): 1536–1546.
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452:In 2005, author
176:'s contempt for
58:, also known as
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1599:Further reading
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1433:on 12 July 2019
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580:Social software
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496:Hillary Clinton
416:Nintendo Switch
379:
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244:Jerry Pournelle
229:text processing
199:chat rooms and
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98:deindividuation
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1254:(3): 210–224.
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1044:(3): 660–672.
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388:Classic Mac OS
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283:Flame trolling
281:
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225:Fantastic Four
201:message boards
182:Thomas Carlyle
165:
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136:social context
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2220:Cyberbullying
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2127:Miscellaneous
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1581:. Routledge.
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1224:. p. 269
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44:November 2021
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1520:
1514:
1502:. Retrieved
1498:
1489:
1477:. Retrieved
1466:
1457:
1447:
1435:. Retrieved
1431:the original
1422:
1412:
1382:(1): 65–87.
1379:
1375:
1344:(1): 43–59.
1341:
1337:
1331:
1319:. Retrieved
1315:
1305:
1293:. Retrieved
1284:
1251:
1247:
1226:. Retrieved
1221:
1187:
1179:
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1166:
1122:
1118:
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1079:
1075:
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1016:. Retrieved
988:
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887:. Retrieved
875:
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768:
762:
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741:
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708:
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639:
635:
612:. Retrieved
608:
599:
553:Godwin's law
545:
514:South Korean
505:
492:Donald Trump
485:
470:
465:Kathy Sierra
462:
451:
444:
438:
436:
380:
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362:
353:
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305:mailing list
292:
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92:
83:
79:
74:
72:
59:
55:
54:
41:
33:
2034:Rickrolling
1835:Shitposting
1810:Little Pink
642:: 363–372.
518:free speech
398:kernel and
291:, known as
193:engineering
178:Jane Austen
2214:Categories
2198:Wiktionary
2087:Challenges
1966:Imageboard
1820:Sealioning
1437:18 January
1018:18 January
889:18 January
882:(Thesis).
839:: 96–123.
812:: 77–104.
670:. Oxford.
592:References
575:Smack talk
458:Amazon.com
332:ad hominem
189:modern era
141:non-verbal
134:A lack of
75:Flame wars
1999:goatse.cx
1979:Anonymous
1874:Chatspeak
1805:Keylogger
1396:1572-8439
1268:0144-929X
1228:27 August
1139:1083-6101
1096:1461-4448
694:cite book
686:908698924
570:Meow Wars
547:Forumwarz
536:Dogpiling
454:Anne Rice
446:Star Wars
440:Star Trek
318:Flame war
301:newsgroup
293:flamebait
248:kill file
143:cues and
2174:Category
2117:Politics
2049:Tripcode
2029:Pedobear
1882:Emoticon
1845:Spamming
1825:Phishing
1785:Edgelord
1499:SBS News
1404:14404033
1321:4 August
1295:4 August
1276:37685735
1104:31784760
1009:Archived
996:(1971).
972:16393025
912:: 51–72.
614:20 April
524:See also
428:Xbox One
377:Examples
197:Internet
68:trolling
64:internet
60:roasting
2054:Weeaboo
2044:Rule 63
2039:Rule 34
1956:Sexting
1815:Malware
1795:Griefer
1790:Flaming
1358:8093848
1147:8093848
980:1998520
791:3896692
541:Eristic
477:Blu-ray
404:Android
384:Windows
344:acronym
289:message
213:FidoNet
209:WWIVnet
187:In the
164:History
151:Factors
89:Purpose
56:Flaming
34:updated
2186:Portal
2147:Usenet
2122:Videos
2107:Images
2102:Gaming
2019:O RLY?
2014:Newbie
2004:Lolcat
1850:Tankie
1800:Hacker
1780:Doxing
1760:Baizuo
1674:
1655:
1632:
1613:
1585:
1560:
1535:
1504:10 May
1479:6 July
1475:. CNet
1402:
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1274:
1266:
1196:
1145:
1137:
1102:
1094:
978:
970:
789:
684:
674:
473:HD DVD
220:Usenet
205:Usenet
2137:TL;DR
2112:Music
2092:Email
2069:Memes
1984:-chan
1974:4chan
1909:Owned
1894:Emoji
1855:Troll
1752:Abuse
1400:S2CID
1354:S2CID
1316:Slate
1272:S2CID
1143:S2CID
1100:S2CID
1012:(PDF)
1001:(PDF)
976:S2CID
880:(PDF)
787:S2CID
738:(PDF)
420:Wii U
408:Intel
396:Linux
392:macOS
297:forum
276:Types
2132:Doge
2097:Film
2059:Yiff
2009:Lurk
1994:Clop
1946:NSFW
1929:w00t
1914:Pr0n
1904:Leet
1899:Hodl
1672:ISBN
1653:ISBN
1630:ISBN
1611:ISBN
1583:ISBN
1558:ISBN
1533:ISBN
1506:2019
1481:2014
1439:2022
1392:ISSN
1323:2019
1297:2019
1264:ISSN
1230:2015
1222:BYTE
1194:ISBN
1173:(2).
1135:ISSN
1092:ISSN
1020:2022
968:PMID
891:2022
700:link
682:OCLC
672:ISBN
616:2019
486:The
475:and
443:and
426:and
410:and
390:and
250:for
211:and
1941:LOL
1936:Fap
1924:Teh
1919:Pwn
1887:uwu
1525:doi
1384:doi
1346:doi
1256:doi
1127:doi
1084:doi
1046:doi
1005:MIT
960:doi
933:doi
841:doi
814:doi
779:doi
750:doi
644:doi
412:AMD
402:or
400:iOS
303:or
260:mis
252:BIX
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1989:CP
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