England boss Ashley Giles believes cricket supporters should help weed out troublesome individuals.
His call for a crackdown on intolerable behaviour stems from the alleged racist abuse targeted at Jofra Archer on the final day of the first test against New Zealand.
The governing bodies of both teams are investigating, after Archer said he heard "racial insults", as he left the field on the final day of England's innings defeat at Mt Maunganui.
As the search for the offender continues, England team managing director Giles insists spectators can do their bit to stamp out racism by flagging up any issues to security at the ground.
"I'm sure someone else must have heard it and I hope they come forward," said Giles. "[If] people are sitting next to this and not reporting it to stewards, then there is something seriously going wrong with our society.
"We can't accept that it's just part of society. It happens in lots of sport, we hear about it daily and we don't need it in cricket.
"I'm sure there is a lot that goes on that isn't reported, unfortunately. There are measures and all sorts of abuse that goes on - I know from my experience - and this is one of those forms that is the worst."
New Zealand Cricket chief executive David White has warned that whoever was responsible faces possible criminal charges and a potential lifelong ban from attending cricket matches in the country.
On Tuesday, White apologised to Archer in person on the England team's arrival in Hamilton for the second test, which starts on Friday, where security will be beefed up in an attempt to avoid a repeat occurrence.
But Archer's contact with the perpetrator was seemingly not confined to the field, as Giles confirmed the 24-year-old had been direct-messaged on Instagram by the apparent culprit.
"I am aware of that, yes.
"It should be quite easy [to find the person] and New Zealand Cricket are into it right now. I'm pretty sure they will find out who it is and come down pretty hard."
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