At Facebook, Creating Empathy Among Cyberbullying
nytimes.com
nytimes.com
Isn't that the classic response to offense? "I was just kidding!"
I'm guessing these folks were in CYA mode when they responded to these surveys. "Oh shit, Facebook is going to discipline me if I tell them I was being mean on purpose!"
"If a man simply lets others pay for him, he is 'mean'; if he boasts of it in a jocular manner and twits his fellows with having been scored off, he is no longer 'mean' but a comical fellow. Mere cowardice is shameful; cowardice boasted of with humorous exaggerations and grotesque gestures can be passed off as funny. Cruelty is shameful— unless the cruel man can represent it as a practical joke."
[0] http://www.phrasemix.com/phrases/i-cant-believe-someone-woul...
Even my dog knows the limits of that particular excuse. It's nice that Facebook is throwing some resources at this problem, but giving people stickers, really? Why not call in a linguistics expert like Deborah Tannen, or do some epidemiology-type modeling of meme transmission to see whether differently-freighted transmissions take different vectors around the network?