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Organisational Responses
to Social Media Storms
An Applied Analysis of
Modern Challenges
Andy Phippen
Emma Bond
Organisational Responses to Social Media Storms
“Written in a clear and lively style, this book examines the breadth and depth
of social media storms across a series of carefully crafted case studies. It offers a
compelling analysis of how a new risk culture is transforming social relations and
advances our critical understanding of a changing, digital world. Based on original
empirical research and thought-provoking argument—this is an important and
timely book.”
—Professor Eamonn Carrabine, University of Essex and Editor Crime, Media,
Culture
“This book is the fore-runner when considering new aspects of online media
activity and its impact on those charged with safeguarding children and adults.
It offers a topical and compelling discourse on the impact of social media
storms on educational establishments and their responses to such phenomena.
The authors highlight the need for safeguarding professionals to develop a far
more critical approach to digital literacy through their examination of four
real-life scenarios. They get you thinking “what would I do in those circum-
stances?” which leads to the very purpose of this book—to open up debate in an
endeavour to ensure that best practice is achieved in all our dealings relating to
the protection of children and adults. Well worth reading.”
—Tink Palmer, MBE—CEO Marie Collins
Andy Phippen · Emma Bond
Organisational
Responses to Social
Media Storms
An Applied Analysis of Modern Challenges
Andy Phippen Emma Bond
Department of Computing Suffolk Institute of Social
and Informatics and Economic Research
Bournemouth University University of Suffolk
Bournemouth, UK Ipswich, UK
© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer
Nature Switzerland AG 2020
This work is subject to copyright. All rights are solely and exclusively licensed by the
Publisher, whether the whole or part of the material is concerned, specifically the rights
of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on
microfilms or in any other physical way, and transmission or information storage and
retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology
now known or hereafter developed.
The use of general descriptive names, registered names, trademarks, service marks, etc.
in this publication does not imply, even in the absence of a specific statement, that such
names are exempt from the relevant protective laws and regulations and therefore free for
general use.
The publisher, the authors and the editors are safe to assume that the advice and informa-
tion in this book are believed to be true and accurate at the date of publication. Neither
the publisher nor the authors or the editors give a warranty, express or implied, with
respect to the material contained herein or for any errors or omissions that may have been
made. The publisher remains neutral with regard to jurisdictional claims in published maps
and institutional affiliations.
This Palgrave Macmillan imprint is published by the registered company Springer Nature
Switzerland AG
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Contents
v
vi CONTENTS
Index 93
List of Figures
ix
CHAPTER 1
that social media had little wide-ranging and serious impact upon the
well-being of young people. The resultant public response drawn from
social media was, at best, mixed, with some welcoming accurate analysis
against the usual media narratives and conjecture that “well it must be bad
for them!”; however, there was much generally disbelieving, reinforced
with the reporting of the study in the media, at a time when media and
policy discourse (UK Government 2019) wished to place social media as
a purveyor of harmful content and upset for children and young people,
alongside a groundswell of stronger regulation and greater responsibility
by social media companies.
This small social media event was a wonderful encapsulation of the
post-truth era (McIntyre 2018) in which facts and evidence are dismissed
in favour of opinion and conjecture. Clearly, as McIntyre explored in
his text, social media has a role to play here—the echo chambers of
opinion and agreement, in spite of evidence to the contrary, underpinned
by media reporting with prolific use of sensationalist headlines in order
to more sales and online traffic. Why would we believe evidence, when
we’ve decided something different ourselves and we can find others who
will reinforce our viewpoint?
The impact of social media on lives and organisations is still only
just beginning to be understood (bearing in mind that the technolog-
ical phenomenon has not been around for even a generation yet), but its
impact has been significant. Political parties invest billions on social media
advertising and analytics platforms in order to be able to reach supporters
and persuade others, media courts social media share and click rates as a
means to replace the revenue once generated by print sales, and in the
midst of this cultural adaptation, social media storms take place, blowing
in cultural change as a result of mass social consensus.
1.3 Approach
Our ethnographic methodology adopts the use of unobtrusive data collec-
tion approaches, to exploit publicly available data from online interactive
behaviours. This text is motivated by seminal works such as Cohen’s
(2002) exploration of moral panics, which richly explored the nature of
moral panics and how public opinion is fed by media narrative around
“seven objects” of cultural identity mistrusted by the mainstream. We
will be drawing upon techniques established by Internet research pioneers
such as Hine (2000), Miller and Slater (2000) and Turkle (2011) in
making use of both online data sources and observations from the field
to inform our ethnographic account, in order to provide an in-depth
exploration of the public and organisational discourses arising from four
high-profile Internet risk case studies in the education sector ranging from
early year to the university sector. It will consider the social construction
of risk society (Beck 1992; Giddens 1990, 1991) and a new risk culture
in late modernity arising computer-mediated social interactions, its impact
on the organisations, and organisational and societal responses.
This book purposefully focuses on the education sector, as they are
often at the front line of online incidents, media interest and social media
response resulting from their habitation in what Cohen (1972) refers
4 A. PHIPPEN AND E. BOND
2014). One of the images used was of a pupil in a bikini. The pupil, upset
by the embarrassment of seeing herself in swimwear in the assembly hall,
complained to her parents. This was a well-intentioned, but misguided,
attempt to get pupils to “Think before they post”, and if the parent had
visited the school to make a complaint face-to-face, there might have been
swift resolution of the upset caused. However, one of the parents chose,
instead, to go to a national tabloid newspaper, who ran the story the next
day, and subsequently incited a social media storm which reached the
other side of the Atlantic on the same day and resulted in attacks on the
teacher, young person, parents and school. From one contributor, calls
for the teacher’s dismissal were justified because no one in that position
should be “looking at children online”. However, others were of the view
that the young person themselves was at fault because they had posted
the picture with no thought to privacy, while other commentators drew
conclusions as to the motivation of the parent to go to the press with a
story when they should have spent more time worrying about what their
child was doing online.
Social media storms generally do not originate from a random collec-
tion of private individuals posting on social media, as the average social
media user has relatively little reach and therefore cannot create a
groundswell of opinion necessary to fire up a storm. The storms are
formed when influential individuals or organisations (e.g. newspapers),
with an order of magnitude in a higher number of followers, use social
media to disseminate information or share their opinions or views. News-
paper headlines are deliberately written to attract attention and draw the
reader to the story, particularly in the online world where it has been esti-
mated that a reader decides on whether to read an article in less than a
second.
Once the winds of these storms reach a significant number of social
media users, it will be them further accelerated by others sharing and
retweeting these influential posts. In all of the case studies analysed in
this text, the catalyst for all of the storms has been mainstream media’s
use of social media to disseminate inciteful stories. It is interesting to note
that in three of the four cases, the stories were based upon truth, and one
was a hoax. However, dissemination was swift in all cases and impact was
significant.
6 A. PHIPPEN AND E. BOND
1.4 Structure
The following four chapters each present a case study of a social media
storm around either a specific event (in three cases) or a long-term
trend where social media discourse played a strong role in shaping public
opinion. They are:
1. The case of child abuse that occurred at the Little Teds pre-
school childcare setting in a city in the South West of the UK.
More specifically, it focuses on the release from prison of Vanessa
George, a former worker at the nursery who conducted, recorded
and distributed the abuse online with two contacts—Colin Blan-
chard and Angela Allen. As one might imagine, the social media
response to such a horrific case was powerful and angry, and the
impact of the case caused significant changes in practice across early
years settings in the whole country.
2. The Momo Challenge—an online digital ghost story that, for one
week in 2019, caused a social media storm, driven by tabloid media,
authority figures and celebrities which as can be demonstrated had
a negative impact on children and young people. Momo was, it
was proposed, an online app that connected to young people via
YouTube and Fortnight, and encouraged them to self-harm and
hurt their families. However, as was swiftly demonstrated, this story
was entirely false. However, that did not stop adults driving chil-
dren to look for Momo and become upset as a result. This case is
a demonstration of a failure of professionals and other adults with
safeguarding responsibilities to react to unfounded stories with a
critical eye, rather than being swept up in the storm themselves.
The Momo case demonstrates very clearly the need for much more
digital literacy in staff at primary settings and online safeguarding
training in general.
3. Teen sexting and the criminalisation of children are the focus of the
third case study which, while not having an explosive, violent storm
such as that experienced in the above two cases, is interesting in
itself as it certainly collected a mass of public opinion which arguably
resulted in a change of practice in the criminal justice system (albeit
one that has potential not improved things for the better). While
early media opinion on teenagers exchanging self-produced inde-
cent images was general focused on the corruption of youth and
1 ORGANISATIONAL RESPONSES TO SOCIAL MEDIA STORMS … 7
While each of these cases has their own themes and nuanced differences,
the approach to the analysis was similar in all cases, making up of a
thematic analysis of social media commentary that was drawn from the
media stories that generated the storms. However, aside from celebrities,
we make use of those comments anonymously. While all of the comments
collected have come from public sources (i.e. they are freely accessible to
anyone wishes to search for them—we have not made use of fake social
media accounts or befriended subjects), we see little value in the use of
identity data in expressing the themes of the storms, except in the case of
celebrities, where their identity is necessary to demonstrate the volume
of followers they have and the associated reach.
Alongside this data, we have made use of Google Trends to clearly
illustrate the ferocity of a storm in the collective consciousness. While
Google Trends data only gives an indication of term popularity over a
given time period and is not an accurate measure of search volume, it
does give a relative value, which is a strong indication of search term
interest compared to others at a given time and therefore extremely useful
to measure storm strength.
Coupled with the online data collection approaches, we draw upon our
own experiences as actors in the online safeguarding context during these
storms. We have, collectively, well over 30 years experience researching
online phenomena and working actively in the online safeguarding world
8 A. PHIPPEN AND E. BOND
References
Beck, U. (1992). Risk society towards a new modernity. London: Sage.
Cohen, S. (1972). Folk devils and moral panics. London: Routledge.
Cohen, S. (2002). Folk devils and moral panics: The creation of the mods and
rockers. New York: Psychology Press.
Gene Zucker, H. (1978). The variable nature of news media influence. Annals
of the International Communication Association, 2(1), 225–240.
Giddens, A. (1990). The consequences of modernity Cambridge. Cambridge, UK:
Polity Press.
Giddens, A. (1991). Modernity and self-identity self and society in the late modern
age. Cambridge, UK: Polity Press.
Harding, E. (2019). Social media does NOT harm teenagers, Oxford
study says amid claims online activity only has a ‘trivial’ effect on
their happiness. https://www.dailymail.co.uk/news/article-6999807/Social-
media-does-not-harm-teenagers-Oxford-study-says.html#comments.
Hine, C. (2000). Virtual ethnography. London: Sage.
1 ORGANISATIONAL RESPONSES TO SOCIAL MEDIA STORMS … 9
2.1 Background
Starting our trajectory through educational settings, this chapter
considers the first social media storm discussed in this volume, which
garnered public attention on an early years organisation and nursery
education in the UK. It is a timely chapter given recent political devel-
opments kept the case in the public eye. On 11 February 2020, the
then MP for Plymouth, Luke Pollard, supported the proposed introduc-
tion of a new UK law to prevent the early release of child sex abusers
who refuse to name their victims. The proposed Prisoners (Disclosure of
Information about Victims) Bill, otherwise known as Helen’s Law, would
place an obligation on Parole Boards to taken into consideration any non-
disclosure on the part of the offender when applying to be released from
prison.
This political development, and specifically Pollard’s support for it,
was influenced by the public outrage towards the proposed release from
prison of Vanessa George, a former nursery worker from Little Teds
nursery in Plymouth where she abused the young children in her care and
shared images of the abuse online with two contacts—Colin Blanchard
and Angela Allen. Unsurprisingly, the public commentary on social media
was driven by anger and outrage with calls to keep child abusers locked
up, capital punishment to be reintroduced for those who abuse children
or various forms of physical abuse exacted out on Ms. George (such as
burning and starvation).
Under UK law, namely Section 160 of the Criminal Justice Act (Home
Office 2003), it is a criminal offence to possess an indecent photograph
or pseudo-photograph (i.e. computer-generated) of a child, as well as the
taking, making, distributing and sharing of an indecent photograph or
pseudo-photograph of a child (Section 1; Protection of Children Act;
Home Office 1999). George, a mother of two, was originally charged
with seven offences in 2009, including two of sexual assault by penetra-
tion and two of sexual assault by touching and producing 124 indecent
images of children. She was also charged with making, possessing and
distributing indecent images of children. The three offenders—George,
Blanchard and Allen—met on Facebook. Using various online platforms,
George had an online relationship with Blanchard, whom she met online
in 2008, who had a previous conviction for possessing indecent images
of children. As Vandiver (2006) points out, it is not uncommon for male
child abusers to choose a female companion based on the fact that the
2 THE CASE OF VANESSA GEORGE AND THE LITTLE TEDS NURSERY … 13
Luring these women into a male version of a honey pot, Blanchard twisted
their moral compasses so they would feed his dark fantasies, abusing chil-
dren to order, photographing the deeds and sending him the image files
as evidence in an act of sordid ventriloquism (Levy and Scott-Clark 2011).
Use of the Internet to share images of child sexual abuse by adults has
attracted much media attention, and at the time of her arrest in 2009,
public shock and anger were evident on both traditional and social media.
Similarly, public interest in the case again peaked in the weeks before her
release from prison in September 2019. If we plot the Google Trends
in the UK for Vanessa George, these peaks in public interest are clearly
shown (Fig. 2.1):
14 A. PHIPPEN AND E. BOND
Fig. 2.1 Google Trends of searches for “Vanessa George” in the UK between
2009 and 2020 (Data source Google Trends https://www.google.com/trends)
It was this refusal that dominated the public discourse around the time of
her release and the subsequent call for Helen’s law, with calls for George
to be incarcerated until such time she did disclose the names of victims,
as this would show she can, at least, demonstrate remorse and empathy.
The 1366 comments on the Daily Mail article headlined ‘Britain’s
worst female paedophile Vanessa George, 49, will be freed from jail after
2 THE CASE OF VANESSA GEORGE AND THE LITTLE TEDS NURSERY … 15
Behind every image, video or screen, there is a real child victim being sexually
exploited. Like other forms of sexual abuse, online abuse can scar victims
16 A. PHIPPEN AND E. BOND
emotionally and physically for a lifetime. But unlike other forms of abuse,
the child can potentially be re-victimized millions of times – every time an
image is watched, sent or received. (Ecpat, online)
while still few in total, these instances of abuse provoke shock and outrage
due to the young age of the children and the fact that the offenders were in a
position of trust within an organisation assumed to be the subject of rigorous
inspection regimes.
Palmer (2005) argued that while little is known about the effects of
knowing that images of their abuse exist, children have the right to know
about information that is directly related to them. Martin (2015: 278)
further argues:
2 THE CASE OF VANESSA GEORGE AND THE LITTLE TEDS NURSERY … 17
“In this case there were unfortunately a number of weaknesses in the way
that nursery was run and a number of opportunities to intervene earlier
and prevent the continuation of abuse which were missed,” she said.
“There are three key lessons arising from this review. One is that those in
charge of settings caring for children must ensure there are strong, clear
practices and systems to minimise the risk of abuse.”
“The second is to listen to and ask about children’s experiences rather than
just speak to adults.”
The third, and potentially the most important, is that safeguarding children
is a job for everyone, and every single person who looks after or cares for
children needs to know how to recognise when something is not right and
what to do about it, and have confidence they will get the right response when
they do act.
Whilst there are a number of comments in similar vein talking about not
trusting men working in nurseries, there are also a number challenging
such stereotypical attitudes where they felt there was too much prejudice
regarding male nursery workers, mainly as a result of personal experience
with their own children attending a setting with both male and female
staff. Other comments chastised those who had accused all male nursery
workers as being narrow minded and prejudiced.
State Parties shall take all appropriate measures to promote physical and
psychological recovery and social reintegration of a child victim; of any form
of neglect, exploitation, or abuse; torture or any other form of cruel, inhuman
or degrading treatment or punishment; or armed conflict. Such recovery and
integration shall take place in an environment which fosters the health, self -
respect and dignity of the child.
168. It is not improbable, that about the time of writing the letter of
the 3d of Feb. 1772, from which extracts are given in the text, he
began to think seriously of marrying again. Both his natural
disposition and his habits endeared to him the comforts of domestic
society; and these he could not enjoy in a single state, his two only
children being infants. He therefore married, in December 1772; at
which time he was only in the forty-first year of his age. The lady he
chose as his companion, was a sensible, prudent and valuable
woman; whose family were members of the religious society of
Friends, and with whose brothers Mr. Rittenhouse had long been
intimately acquainted. By that marriage there was but one child, a
daughter, who died in her infancy. Mrs. Rittenhouse survived her
husband little more than three years. She died in October, 1799.
“Dear Sir,
Dear Sir,
Your very humble serv’t.
Dav. Rittenhouse.”
“Andrew Ellicott, Esq.
Baltimore.”
“Your packet came safe to hand, about three weeks after the date
of the letters. I am much obliged to you for the intelligence it
contains; you have succeeded beyond my expectation, and I have
no longer any doubt of your completing the line this season. I should
have been glad, if, to the account of your work, you had added some
description of the country: but my curiosity must wait till your return.”
175. Dr. Rush has been led into a mere mistake of the date on this
occasion; probably, by an hasty perusal of the confirmatory law, of
Sept. 29, 1789. He states, in his eulogium, that it was the year 1786,
in which Mr. Rittenhouse “was employed in fixing the northern line
which divides Pennsylvania from New-York: his services on that
business were originally employed in 1774, He did, indeed, again act
as a commissioner, in the year 1786, and it was on the 16th day of
June, in that year, that Mr. Ellicott was commissioned to complete, in
conjunction with Mr. Rittenhouse, what the latter had begun to
execute eleven years and an half before the last mentioned date.
177. The Liturgy of the Church of England was first translated into
the Mohawk language, in the year 1714. Another translation was
made under the direction of three clergymen of that church; namely,
the Rev. Mr. William Andrews, Dr. Henry Barclay, and Dr. John
Ogilvie: This was printed in the year 1769; but the place where it was
printed does not appear. In the year 1787, an handsome edition of
the English Book of Common Prayer, with a translation into the
Mohawk language by captain Joseph Brant, was published in
London.
179. Joseph Galloway and Samuel Rhoads, Esq’rs. the other vice-
presidents of the society, were then members of the general
assembly; and Dr. Franklin, the president, had not at that time
returned from England. Mr. Rittenhouse was, at the same time, one
of the curators of the society; as he was, also, during the year 1772.
180a. This extraordinary man, who was the first Plumian professor of
astronomy and experimental philosophy at Cambridge, was born July 10, 1682,
and died prematurely June 5, 1716.
187. “War never fails,” as Dr. Ramsay has justly observed, “to
injure the morals of the people engaged in it. The American war in
particular,” continues that historian, “had an unhappy influence of this
kind. Being begun without funds or regular establishments, it could
not be carried on without violating private rights; and in its progress,
it involved a necessity for breaking solemn promises, and plighted
public faith. The failure of national justice, which was in some degree
unavoidable, increased the difficulties of performing private
engagements, and weakened that sensibility to the obligations of
public and private honour, which is a security for the punctual
performance of contracts.”
188. This large and thriving borough, said to be the greatest inland
town in the United States, was, for a short time, (though very short,
indeed,) the seat, or rather place of refuge, of the American
congress; the members of which, having separated on the near
approach of the British army, eight days before their occupation of
the capital, re-assembled at Lancaster the 27th day of the same
month. Lancaster, which is situated at the distance of sixty-four miles
from Philadelphia, in a direction nearly west, was at first conceived to
be a place of safety: but, for their more perfect security, congress
convened, three days afterwards, at York in Pennsylvania, a
considerable county-town about twenty-two miles westward from
Lancaster, and from each of which places, the intervening great river
Susquehanna is about equidistant.
189. His active mind derived much of its happiness from its
continual employment. It appears, that, while engaged in the duties
of his office, at Lancaster, in the latter part of the year 1777, he made
the calculations for an Ephemeris, called “Father Abraham’s Pocket-
Almanack, for the year M.DCC LXXVIII;” the late Mr. John Dunlap,
the publisher, (who was, during many years, an eminent printer in
Philadelphia,) having, in his advertisement of it, announced to the
public, that “The Astronomical Calculations of this Almanack were
composed by David Rittenhouse, A. M.” Mr. A. Ellicott made
calculations for Pennsylvania and Maryland Almanacks, several
years after Mr. Rittenhouse declined to continue them.
195. To this lady, who is yet living, Mr. Barton was married in the
year 1776. She remains his widow, and enjoys the very affectionate
respect of Mr. Barton’s descendants and relatives, to which her great
worth and many virtues justly entitle her.
200. He died at New-York, the 25th of May, 1780, aged only fifty
years; and was interred in the chancel of St. George’s Chapel, in that
city.
On the 17th of June, 1767, Mr. Penn again wrote to Mr. Barton,
from London; as follows:
201c. Dr. Thomas Secker, then lately translated from the diocese of Oxford to
the archi-episcopal see of Canterbury: “a name,” as the author of the Pursuits of
Literature has justly observed, “never to be uttered but with reverence, as the great
exemplar of metropolitan strictness, erudition, and dignity.” This excellent prelate,
after most worthily sustaining the highest station in the English church more than
ten years, died in the year 1768.
201d. Mr. Barton’s residence was, at that time, in Redding township, York
county, then a frontier settlement of Pennsylvania.
201e. The Society for the propagation of the Gospel in foreign parts.