Abstract

Moral outrage is often characterized as a corrosive emotion, but it can also inspire collective action. In this article we aim to deepen our understanding of the dual nature of online moral outrage which divides people and contributes to inclusivist moral reform. We argue that the specifics of violating different types of moral norms will influence the effects of moral outrage: moral outrage against violating harm-based norms is less antagonistic than moral outrage against violating loyalty and purity/identity norms. We identify which features of social media platforms shape our moral lives. Connectivity, omniculturalism, online exposure, increased group identification and fostering what we call “expressionist experiences”, all change how moral outrage is expressed in the digital realm. Finally, we propose changing the design of social media platforms and raise the issue of moral disillusion when ample moral protest in the online environment does not have the expected effects on the offline world.