Online harm rises as students say cyberbullying is becoming ‘normalised’

There is growing concern about online harm and cyberbullying in New Zealand, with students reporting that harmful behaviour is becoming 'normalised' in social media and online spaces.

Netsafe chief online safety officer Sean Lyons said that over the last four to five years the proportion of online harms has increased by approximately 25 per cent each year.

Harassment and bullying have been among the top categories of complaints received.

Lyons said cyberbullying does not just happen on traditional social media sites but is happening across a myriad of online spaces, including messaging apps, comments, gaming sites, and online communities.

“Anywhere where somebody can communicate directly with anyone else,” he said.

Platforms where users can send direct messages or interact directly have become significant areas for harassment, he added.

“I think, that we all need to bear in mind that when we hear these terms harassment, bullying, cyberbullying, these are people harassing other people, these are people cyberbullying other people, they're using the platforms and the spaces as tools to do that.”

Awareness campaigns like Pink Shirt Day promote kindness and inclusion, but some students don't think the messages translate into actual behaviour change.

“It's more so just on the awareness factor… It's kind of more support, rather than change,” one student said.

Sean Lyons said Pink Shirt Day still plays an important role in reminding people that bullying and online harm are ongoing issues, while also encouraging people to seek support and assistance if needed.

“It's not just saying: ‘please don't bully people,’” Lyons said.

“It’s about reminding people there is help, support and guidance available.”

Students also reported a rise in the culture of online negativity being “just jokes”, with negative content sometimes being shared rapidly in group chats and social media.

Emma Malsworth, a first-year business student, said “I think a big thing happening is people are making it seem okay. If you look through comment sections, they're all awful, and nobody really cares anymore because that's just the way it is.”

Another student, Lucy Mitchell, said that online posts may often receive widespread attention and public comments, thus magnifying its impact on individuals by adding to a person's humiliation through likes, comments, and shares.

“Even if there are people who don't agree with bullying, they kind of giggle at it as well,” she said.

Although some students expressed concern that Pink Shirt Day is not directly preventing harmful behaviour, they say it encourages conversations about kindness and respect.

“Having Pink Shirt Day is good because, I mean, a lot of bullying happens regardless. But at least

people say no and they stick up for people more,” a first-year design student Caitlin Rosebosch said.

She said there should be better education on digital behaviour and consequences, and increased accountability online.

Netsafe continues to remind people to report early and seek help when they are impacted by online harm, stating that early reporting can minimize the negative impact of online harm.

Lyons said online harm can also have a profound effect on mental health and wellbeing, with some children and young people leaving school, university and work and reducing their social interactions due to ongoing harassment.

“It can have impacts on their economic stability, their economic welfare, their social interaction… also can have really devastating effects on people's individual mental health, feeling anxious, worried,” he said.

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AI was not used in the creation of the story