AS social media operates on algorithms based on what interests netizens, many content creators feast on what the public is curious about. The stories of juvenile crimes and other forms of violence have recently gone viral. Alarmingly, the Philippine National Police reports more than a thousand cases of school-related incidents involving children in conflict with the law.
But empirical evidence sends warning on the long studied “contagion effect” — the tendency for certain behaviors, including suicide, mass violence and crime, to increase following widespread media coverage.
Social learning crimes
In Albert Bandura’s (1977) famous Bobo Doll experiments, children exposed to aggressive models were more likely to imitate aggressive behavior themselves. Bandura concluded that media portrayals can serve as powerful models that shape attitudes and actions, as people learn behaviors by observing others, especially when those behaviors appear rewarded, justified or highly publicized. Individuals can acquire it simply by watching others perform it.
Consumption of violent media
The “cultivation theory” (Gerbner, 1969), suggests that prolonged exposure to media content shapes perceptions of reality. Individuals who consume large amounts of violent media may begin to perceive violence as more common, acceptable or inevitable — a normalization that may influence attitudes toward crime, bullying, domestic violence and other harmful behaviors.
Continuous viewing of violent content can reduce emotional reactions such as empathy, fear and concern for victims. Desensitized, they may perceive violent acts as less shocking or morally troubling and potentially increasing tolerance for aggressive behavior (Bushman and Anderson, 2009).
Violent content may interact with preexisting vulnerabilities such as impulsivity, family dysfunction, trauma, social isolation, mental illness, bullying or access to weapons.
Contagion in mass shooting
Highly publicized mass shootings and school shootings may temporarily increase the likelihood of similar incidents occurring in the following days and weeks (Towers et al. 2015). The extensive coverage may provide vulnerable individuals with scripts, motives and attention-seeking incentives.
A recent mathematical modeling study of United States mass shootings (1966-2024) found measurable contagion patterns, suggesting that some attacks statistically increase the likelihood of subsequent attacks within specific time windows.
Many copycat mass shooters deliberately modeled themselves after previous perpetrators (Journal of Criminal Justice, 2024) and found that remarkable similarities between original shooters and their imitators. Nearly 80 percent of copycat attacks occurred more than one year after the original attack, demonstrating the long-lasting influence of highly publicized perpetrators.
Media exposure alone does not cause violence, it can interact with existing psychological, social and environmental risk factors.
Criminologist view
Criminal behavior is learned through interactions with others (Sutherland, 1947) known as classic “differential association theory.” Violent online groups and criminal networks may provide social validation that encourages deviant conduct; and online communities can serve as environments where individuals learn, reinforce and normalize harmful beliefs and behaviors.
On suicide reporting
Scholars refer to a phenomenon called the “Werther effect” — named after Johann Wolfgang von Goethe’s 1774 novel “The Sorrows of Young Werther” — which was followed by reports of imitation suicides among readers. Highly publicized suicide stories were often followed by measurable increases in suicide deaths as the vulnerable individuals may identify with victims and imitate their behavior when exposed to extensive media coverage (Phillips, 1974).
A review of 25 articles from eight countries (Calvo, et al., 2025) supports the existence of suicide contagion in response to social media suicidal content, as they can normalize self-harm and suicide behavior.
The positive view of the publicity
The contagion effect increases risk rather than directly causing violence.
Media exposure is only one factor among many. Most people exposed to violent content do not become violent. Mental health conditions, family environment, social support, economic circumstances, trauma history and access to weapons all influence behavior.
The “Papageno effect” (Niederkrotenthaler, 2010), suggests that stories of resilience and successful coping can reduce suicidal behavior by providing positive models for vulnerable individuals. Because of these findings, experts advocate for responsible reporting practices and recommend avoiding sensationalism, minimizing graphic details, highlighting help-seeking resources and focusing on recovery stories.
Vulnerable teenager
Developmental psychology suggests adolescents are more susceptible because the prefrontal cortex, the impulse and regulatory control center, is still developing. Peer approval is highly important as identity formation is ongoing.
Social media strains the young
Social media is not universally harmful, but can significantly strain mental health among vulnerable adolescents.
A World Health Organization study (2024) noted that problematic social media use increased from 7 percent in 2018 to 11 percent in 2022. Adolescents with problematic social media use reported lower mental well-being, poorer social functioning and higher levels of risk behaviors.
There is a significant association between social media use, poorer sleep quality, depression, anxiety and reduced psychological well-being. Sleep disturbance emerged as one of the strongest pathways linking social media use to mental health difficulties. (Keles, B., et al. 2024).
Adolescents show heightened emotional responses to online social evaluation, and social media may affect self-esteem and emotional regulation during a critical developmental period. (Pinho, A. D. S., et al. 2024).
Mental health issue
Certain behavioral disorders recognized in the Diagnostic and Statistical Manual of Mental Disorders (DSM-5-TR) are associated with elevated risks of aggression and rule-breaking behavior. Conduct disorder is characterized by persistent violations of social norms and the rights of others. ODD involves persistent patterns of irritability, hostility, argumentativeness and defiance toward authority figures.
Family dynamics play a particularly important role in the development of violent behavior. Adolescents raised in environments characterized by abuse, neglect, inconsistent discipline, poor supervision, parental criminality, substance abuse, domestic violence and emotional detachment face a significantly higher risk of becoming violent themselves.
There are 18,756 reported cases of violence against children nationwide (2023). These included physical abuse, sexual abuse, exploitation, neglect and other forms of violence affecting minors.
Family systems theory further explains how dysfunctional family interactions can shape behavior. Children often internalize patterns of aggression observed within the family.
Bullying capital of the world
The Philippines had the highest bullying prevalence in the Program for International Student Assessment 2018 and remains widespread in 2022. In the 2018 survey, ranks the highest with approximately 65 percent of Filipino Grade 10 students reported experiencing bullying at least a few times a month. In a 2022 survey, about 1 in 3 Filipino students reported being bullied regularly — more than double the Organization for Economic Co-operation and Development averages of about 20-21 percent.
The Second Congressional Commission on Education (EdCom 2) considers anti-bullying reform an urgent national education priority and identified significant weaknesses in implementation of anti-bullying policies causing lag in resolution, and outdated and not fully responsive to current realities, including cyberbullying.
Addressing youth violence is not merely a criminal justice issue; it is a public health, family, educational and mental health priority. By strengthening protective factors while addressing underlying risks, Philippine society can reduce violence and help young people develop into healthy, productive and resilient adults.
And media, including social media, has a role to play. While media is not inherently harmful and does not single-handedly create violent behavior, irresponsible coverage can amplify risks. We need to share a responsibility to communicate ethically and reduce the potential for harmful imitation.
Even in a social village that is lost, we cannot afford to lose another child.