The documentary begins with Rosie Jones addressing the provocative nature of the film's title, specifically explaining the reasoning behind using "the R-word" and detailing the profound harm and pain that this particular slur inflicts on individuals. To cope with the daily reality of living in a world where such hostility exists, Jones reveals that she often wears headphones while in public spaces, creating a personal barrier to shield herself from the harassment and verbal abuse frequently shouted at her.
The film delves into the professional trajectory of Rosie Jones, revisiting her early appearances on television. While these moments were milestones in her career, they were met with a deluge of abusive social media posts. The sheer volume and cruelty of these responses were so overwhelming that they nearly drove her to abandon her pursuit of comedy entirely.
In an effort to protect her mental well-being, Jones has employed the services of a company called Arwen, which specializes in filtering out the abusive messages she receives. During a visit to the company's offices, she reviews some of the messages that were blocked from her sight. While speaking with an employee, she explores the nature of hate speech and the deep emotional toll these comments take on the recipient. This experience leads her to question the efficacy of platform policies; she wonders why such hateful content is permitted to remain on Twitter despite the site's own rules, even after she had formally reported a specific message.
In a bold and satirical move, Jones visits the Twitter headquarters to deliver a physical manifestation of the online abuse she faces: a cookie with the words > "Am I retarded?" written in icing. Following this gesture, the offending tweet was finally deleted. However, a social media expert clarifies to Jones that the initial dismissive response she received when reporting the abuse was merely an automated system.
The documentary further expands its scope to show that this hatred extends far beyond public figures. Jones visits the parents of a child who was born with a rare genetic disorder. As the parents attempted to crowdfund necessary money for their daughter's medical treatment, they were met with horrific responses, including suggestions that they should kill their daughter. Tragically, their child passed away at the age of four.
Seeking understanding and resolution, Jones attempts to contact some of the individuals who sent her harassing messages to engage in a direct discussion. She also sits down with Nikki Fox, a disabled broadcaster, to discuss the commonalities in the negative comments they both receive. To gain a more academic perspective, Jones speaks with Matthew Williams, the author of The Science of Hate, who provides insight into the psychological motivations behind why people write such vitriol. Finally, the film features a conversation with a man who was previously imprisoned for internet harassment, as he reflects on his motivations and the personal struggles he was facing in his life during the time he committed those acts.
