Cognition and gender differences in cyberbullying in China: an investigation of textual cues and sentimental clues

Purpose Cyberbullying is a globally pervasive problem and not novel in academia. Previous studies mainly focussed on the features, consequences and technological management of cyberbullying. However, most of the studies took cyberbullying examples in the West, and some issues still need to be addressed in the Chinese context. Thus, this study investigates how participants use cyberbullying words and why they use them in that particular way in China. Design/methodology/approach This study uses content analysis to summarise the typical features of cyberbullying words, revealing a positive relationship between cyberbullying words and sentimental expressions. This paper also uses the questionnaire ( N  = 705) to explore the prevalence of cyberbullying among Chinese Internet users and to compare the gender differences in the cognition of cyberbullying words and involvement in cyberbullying, in line with the social cognitive theory. Findings This study stated that people prefer repetitively using offensive words to achieve cyberbullying goals. Interestingly, this study does not find obvious gender differences in cyberbullying roles and cyberbullying language use. However, it explained the relationship between cognition and the use of cyberbullying words from a gender perspective. Practical implications Theoretically, this study expands cyberbullying studies into a new cultural environment, pointing to a novel term, “imbalanced relation,” for exploring cyberbullying behaviours. This study highlights the significance of technology and education in detecting and preventing cyberbullying, suggesting that educators and social media platforms can directly predict and prevent cyberbullying through textual perspectives and individuals' cognition of cyberbullying. Originality/value This study aims to examine cyberbullying linguistic and emotional features and individual differences in cyberbullying behaviour in a high-context culture like China. Its values include comparing the differences between cyberbullying in China and cyberbullying in the West from the linguistic and cultural directions and reconsidering the “power imbalance” feature of cyberbullying.