A new meta analysis of millions of online posters finds that moral-emotional language is perhaps the number 1 rocket-booster for traffic.
Most ppl who spend time building an audience by posting online about politics (or anything) come to the same realization: high dudgeon outrage and out-group condemnation are easy tickets to going viral.
We're not ourselves here. The physical-world upholds a principle of kindly reciprocity (If you're nice to me, I'm nice to you) and negative punishment (Removing ourselves from ppl and places that are mean to us). Social media, for a variety of reasons, inverts this principle and encourages ppl to actively seek and fixate on out-groups who can serve as fuel for outrage, condemnation, and other moral-emotional communication. I think this is somewhat obvious, and I have no plan to fix it, but sometimes it's just worth pointing out the obvious.
For each additional moral–emotional word in a social media post, the expected number of shares is 13% greater.
Our new meta-analysis in
@PNASNexus finds robust evidence of moral contagion (N = 4,821,006; 5 labs, 27 studies).
The moral contagion effect is even stronger in larger, pre-registered studies (a 17% increase).
Our paper was led by
@william__brady @steverathje2 and
@laura_k_globig