Published in PLOS ONE, the study analyzes over a billion anonymized status updates among more than 100 million users of Facebook in the United States. Positive posts beget positive posts, the study finds, and negative posts beget negative ones, with the positive posts being more influential, or more contagious.
“Our study suggests that people are not just choosing other people like themselves to associate with but actually causing their friends’ emotional expressions to change,” said lead author James Fowler, professor of political science in the Division of Social Sciences and of medical genetics in the School of Medicine at UC San Diego. “We have enough power in this data set to show that emotional expressions spread online and also that positive expressions spread more than negative.”
There is abundant scientific literature on how emotion can spread among people – through direct contact, in person – not only among friends but also among strangers or near-strangers. Little is known, though, about emotional contagion in online social networks. Yet, in our digitally connected world, Fowler said, it is important to learn what can be transmitted through social media, too.
Read more at: Phys.org