Effects of pictographs and quoting on flaming in electronic mail

This experimental study examined the effects of pictographs (typographic symbols typically used to express emotion) and quoting (responding to a message by including full or partial quotes from that message) on the perception of flaming (hostile verbal behavior) in electronic mail. It was hypothesized that (a) the presence of pictographs would reduce perceptions of flaming and (b) the use of quoting would increase perceptions of flaming. The results were generally supportive of the first hypothesis. A significant moderating effect on perceptions of flaming was observed in messages with pictographs, although that effect diminished as the intensity of hostility increased. Limited support was found for the second hypothesis; results suggest quoting may increase perceptions of flaming only when messages are overtly hostile. In addition to these findings, the study advances a clearer understanding of when a message becomes a flame, as the results suggest flaming is most clearly associated with the expression of antagonism. Copyright (C) 1996 Elsevier Science Ltd