Charlotte Hu
Popular Science
updated 13 AUG 21
Here is an excerpt:
The most interesting finding for the team was that some of the more politically moderate people tended to be the ones who are influenced by social feedback the most. “What we know about social media now is that a lot of the political content we see is actually produced by a minority of users—the more extreme users,” Brady says.
One question that’s come out of this study is: what are the conditions under which moderate users either become more socially influenced to conform to a more extreme tone, as opposed to just get turned off by it and leave the platform, or don’t engage any more? “I think both of these potential directions are important because they both imply that the average tone of conversation on the platform will get increasingly extreme.”
Social media can exploit base human psychology
Moral outrage is a natural tendency. “It’s very deeply ingrained in humans, it happens online, offline, everyone, but there is a sense that the design of social media can amplify in certain contexts this natural tendency we have,” Brady says. But moral outrage is not always bad. It can have important functions, and therefore, “it’s not a clear-cut answer that we want to reduce moral outrage.”
“There’s a lot of data now that suggest that negative content does tend to draw in more engagement on the average than positive content,” says Brady. “That being said, there are lots of contexts where positive content does draw engagement. So it’s definitely not a universal law.”
It’s likely that multiple factors are fueling this trend. People could be attracted to posts that are more popular or go viral on social media, and past studies have shown that we want to know what the gossip is and what people are doing wrong. But the more people engage with these types of posts, the more platforms push them to us.
Jonathan Nagler, a co-director of NYU Center for Social Media and Politics, who was not involved in the study, says it’s not shocking that moral outrage gets rewarded and amplified on social media.
