News is “toxic”: Exploring the non-sharing of news online

Sharing is a central activity on social media platforms and a key component in crafting one’s self-presentation online. In the context of news, user-driven sharing is seen as vital to the success of digital journalism. While research has examined why people choose to share news online, much less is known about non-sharing—that is, why people may be reluctant to share, and what that determination suggests about the nature of news and self-presentation. We examine qualitative interview responses from a cross-section of US news consumers to investigate this question. We find that non-sharers tend to believe that news is “toxic” and potentially damaging to their reputations as well as their relationships. Not sharing news is a protective mechanism for identity maintenance, even as it brings worries about one’s voice being silenced in the process.