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ANGER IS THE METHOD AND THE REPLY IS THE OUTCOME
You Have Probably Replied To A Post Built To Provoke You
Anyone Who Has Posted One Did It On Purpose
The Anger Can Seem Like An Ordinary Disagreement
That Reply Was The Outcome The Post Was Made To Produce
Moral And Emotional Wording Is What Makes It Spread
Researchers Measured That Effect On Divisive Political Topics
Internal Documents Later Showed How A Platform Weighted Anger
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OKAY BACK FROM THE FEED 📱
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WHAT RAGE BAIT IS 🪝
Rage Bait Is A Compound Of Two Much Older English Words
Both Words Date Back To Middle English
Clickbait Is The Closest Relative The Term Has
The Two Share One Objective Of Encouraging Engagement
Clickbait Carries The Potential To Elicit Annoyance
Rage Bait Aims At Anger And Discord And Polarization
The Word First Appeared Online In A Usenet Posting In 2002
It Described One Driver Flashing Another To Request A Pass
The Idea It Introduced Was Deliberate Agitation
Internet Slang Picked The Term Up Next
It Was Used There To Describe Viral Tweets
Today It Is Shorthand For Content Made To Elicit Anger
Being Frustrating Or Offensive Or Divisive Is The Method
Oxford Shortlisted Three Words This Year
Aura Farming And Biohack Were The Other Two
Voting Ran Three Days Before The Experts Made Their Choice
They Weighed The Votes Against Their Own Lexical Data
Usage Of The Term Tripled In The Last 12 Months
The Definition Runs In Two Halves
Anger And Outrage Are Named There As The Intended Effect
Its Second Half Names Traffic And Engagement As The Purpose
Oxford Ties The Rise To A Year Dominated By Social Unrest
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WHAT THE RESEARCH MEASURED 📈
Researchers Analysed 563,312 Messages Posted On Social Media
The Topics Were Gun Control And Same Sex Marriage And Climate
They Counted Words Carrying Both Moral And Emotional Weight
Each Extra Moral Emotional Word Raised Diffusion By 20%
On One Topic A Single Word Raised The Retweet Rate By 17%
A Second Topic Returned 24% For The Same Addition
The Mean Across The Three Topics Was 20% Per Word
Group Membership Bounded The Whole Effect
Messages Spread Further Inside A Network Than Across One
Liberal And Conservative Networks Both Showed That Pattern
A Second Researcher Examined Where Outrage Now Comes From
Its Author Reanalysed A Study Of Everyday Moral Experience
The Sample Was 1,252 North American Adults
Encountering Wrongdoing In Person Turned Out To Be Rare
Less Than 5% Of Daily Experiences Involved An Immoral Act
Participants Learned About Immoral Acts Online More Often
That Held Against Print And Television And Radio
Acts Met Online Provoked Stronger Outrage Than Acts In Person
The Same Was True Against Traditional Forms Of Media
Digital Media Changes The Triggers And How Often They Arrive
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WHAT THE DOCUMENTS SHOWED 📄
Facebook Added Five Reactions Beyond The Like Button
Love And Haha And Wow And Sad And Angry Were The Five
Starting In 2017 Reactions Counted Five Times A Like
Every Reaction Carried That Weight And Not Only The Angry One
Posts Drawing Reactions Kept People On The Platform Longer
Engagement Was The Number The Company Was Trying To Lift
Its Own Researchers Flagged A Risk Almost Immediately
One Warned That Favouring Controversial Posts Invited Abuse
The First Cut To The Angry Weight Came In 2018
Facebook Reduced It To Four Times A Like
All Five Reactions Kept The Same Weight As Each Other
Anger Was The Least Used Of The Six Reactions
In 2019 The Company's Data Scientists Reached A Sharper Finding
Posts Drawing Angry Reactions Carried More Misinformation
The Promotion Undermined The Work Of Its Own Integrity Teams
Facebook Later Set The Angry Weight To Zero
Users Then Saw Less Misinformation And Less Graphic Violence
The Documents Reached Congress Through Frances Haugen
Her Legal Counsel Provided Them In Redacted Form
