Ronson believes the motivation of Justin Sacco and her accusers is that people want to be noticed by all means and the scrutiny that receive after a post has been made is what Ronson calls "the democratization of justice on social media". A terrible way to attack people in a public outlet.
Journalist Jon Ronson examines this situation in The book “So You’ve Been Publicly Shamed”.
One case commented on the book is Justine Sacco, a PR officer. She traveled South Africa 2013 and posted a disgusting joke linking race and AIDS. Users condemned her joke and accused her of racist.