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Perception of offensiveness is inherently subjective, shaped by the livedexperiences and socio-cultural values of the perceivers. Recent years have seensubstantial efforts to build AI-based tools that can detect offensive languageat scale, as a means to moderate social media platforms, and to ensure safetyof conversational AI technologies such as ChatGPT and Bard. However, existingapproaches treat this task as a technical endeavor, built on top of dataannotated for offensiveness by a global crowd workforce without any attentionto the crowd workers' provenance or the values their perceptions reflect. Weargue that cultural and psychological factors play a vital role in thecognitive processing of offensiveness, which is critical to consider in thiscontext. We re-frame the task of determining offensiveness as essentially amatter of moral judgment -- deciding the boundaries of ethically wrong vs.right language within an implied set of socio-cultural norms. Through alarge-scale cross-cultural study based on 4309 participants from 21 countriesacross 8 cultural regions, we demonstrate substantial cross-culturaldifferences in perceptions of offensiveness. More importantly, we find thatindividual moral values play a crucial role in shaping these variations: moralconcerns about Care and Purity are significant mediating factors drivingcross-cultural differences. These insights are of crucial importance as webuild AI models for the pluralistic world, where the values they espouse shouldaim to respect and account for moral values in diverse geo-cultural contexts.

Disentangling Perceptions of Offensiveness: Cultural and Moral Correlates