I am really not at all offended in any way by this well-conducted, clearly reported, very interesting research into what the authors describe as 'moral contagion'. The actual article title is 'Emotion shapes the diffusion of moralized content in social networks', by Brady et al, from 2017. If the research is valid (it seems solid), I should probably get quite a few more retweets of this bookmark than usual when it gets posted to Twitter. The findings are fascinating, and help to partly explain the success of awful, awful, awful people and their ideas in social media such as Twitter, Faecesbook, and the like.

Abstract

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.