Emotion shapes the diffusion of moralized content in social networks
Emotion shapes the diffusion of moralized content in social networks
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DOI：
10.1073/pnas.1618923114
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发表时间：
2017-07-11
影响因子：
11.1
通讯作者：
Van Bavel, Jay J.
中科院分区：
文献类型：
--
作者：
Brady, William J.;Wills, Julian A.;Van Bavel, Jay J.
关于道德问题的政治辩论在在线社交网络中越来越普遍。然而，道德心理学还没有将社交网络的研究纳入其中，以研究某些道德观念比其他道德观念传播得更快或更广的过程。在这里，我们表明，道德情感的表达是道德和政治思想在在线社交网络中传播的关键，这一过程我们称之为“道德传染”。“使用关于三个两极分化的道德/政治问题的社交媒体通信的大样本（n = 563，312），我们观察到，信息中道德情感词的存在使其扩散增加了20%。此外，我们发现，道德感染是有界的群体成员;道德情感的语言增加扩散更强烈的自由和保守的网络，他们之间的。我们的研究结果突出了情感在道德观念社会传播中的重要性，也证明了社会网络方法在研究道德方面的实用性。这些发现为人们如何通过社交网络接触道德和政治思想提供了见解，从而随着人们越来越多地沉浸在社交媒体网络中，扩大了社会影响力和群体极化的模型。
Political debate concerning moralized issues is increasingly common in online social networks. However, moral psychology has yet to incorporate the study of social networks to investigate processes by which some moral ideas spread more rapidly or broadly than others. Here, we show that the expression of moral emotion is key for the spread of moral and political ideas in online social networks, a process we call "moral contagion." Using a large sample of social media communications about three polarizing moral/political issues (n = 563,312), we observed that the presence of moral-emotional words in messages increased their diffusion by a factor of 20% for each additional word. Furthermore, we found that moral contagion was bounded by group membership; moral-emotional language increased diffusion more strongly within liberal and conservative networks, and less between them. Our results highlight the importance of emotion in the social transmission of moral ideas and also demonstrate the utility of social network methods for studying morality. These findings offer insights into how people are exposed to moral and political ideas through social networks, thus expanding models of social influence and group polarization as people become increasingly immersed in social media networks.