Professor of Marketing Ekant Veer argues that online 'trolling' need not be a form of bullying, but something playful which is also good for society. From Raising the Bar Christchurch 2023.

Hear Ekant Veer in this highlight from the University of Canterbury's Raising the Bar Christchurch 2023

When we hear the word 'troll' or 'trolling' it usually conjures up negative associations of bullying, misogyny, abuse, racism and hate. The prevalence of online bullying has become widespread over the last decade with sometimes deadly consequences.

In this discussion Prof. Veer talks about the different types of trolling behaviours and trolls, what the potential motivations are behind these trolling behaviours, and ultimately, what we can do to combat harmful trolling. Yes, this implies that not all trolling is harmful and can, actually, be good for society.

Some trolls are community builders and activists who leverage their platform and prominence to draw people together for a common, sometimes positive, cause. Conversely, there are trolls and trolling communities that are so invested into their ideology and behaviours that they may never be able to accept their behaviour is in any way destructive and harmful to others.

About the speaker

Ekant Veer

Ekant Veer is a Professor of Marketing in the University of Canterbury's Department of Management, Marketing and Tourism. His research focuses on how marketing technologies and techniques can be used to understand and promote behaviour that is beneficial to individuals and society. He is a multi-award winning teacher and researcher, having been named in the Top 40 under 40 Business Professors worldwide in 2017, an Ako Aotearoa Tertiary Teaching Excellence award winner, UC Teaching medallist and five-time UCSA Lecturer of the Year award winner.

This session is broadcast in association with the University of Canterbury's Raising the Bar Christchurch night, held in May 2023

Go to this episode on rnz.co.nz for more details