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Lockdowns and other counter-measures introduced by governments around the globe in the aftermath of the outbreak of coronavirus dealt a serious blow to tourism and the hospitality industry. Faced with bankruptcy and closure, tourism-related businesses raised the alarm and called for government support, which in turn triggered numerous comments from online audiences. Focusing on such online discourses and the incivility they abound with, the present article aims to address various aspects of the interface between the crisis, online communication and social polarization, as well as the constitutive and constituted nature of discourse. We bring under scrutiny the response of the online public to appeals from the tourism industry, working on the assumption that these Internet comments, in terms of content and form, have been considerably shaped by three factors, namely (1) public perception of the tourism industry, (2) culture-related emotionality patterns, as well as (3) techno-discursive design and the resulting dynamics of communication within cyberspace. Adopting the Media Proximization Approach (MPA), together with the CDA perspective on discourse and representation, and drawing on insights from studies on online communication we analyze and discuss the corpus of online comments (53,043 words) following 21 articles on the crisis within the tourism industry in Poland published between 6 March and 23 June 2020. Our findings show that the response of the online public, which is predominantly negative and at times hostile, reflects the socio-political polarization in Poland, enhanced by the sense of threat to life and health as well as the scarcity of resources. Cyberspace and its technological affordances considerably affect solidarity and disunity dynamics through representational and interpersonal proximization, enabling creation and perpetuation of stereotypes along with values and emotions. Acting as proximization triggers, nomination, predication and argumentation strategies both reflect and shape knowledge and axiological preferences, which constitute an integral part of the construction of social reality.

Online incivility in times of Covid-19: Social disunity and misperceptions of tourism industry in Poland