Moral Language Online: Engagement Increases Only Up To A Point
Researchers analyzed 1.62 million observations from Twitter, Reddit, and 8chan, finding that using more moral language in online posts does not always lead to more engagement, with engagement decreasing after a certain point
A recent study by researchers from Universidad del Desarrollo, the University of Massachusetts Amherst, and Northwestern University found that using more moral language in online posts does not always lead to more engagement. The study analyzed approximately 1.62 million observations from Twitter, Reddit, and 8chan, spanning 13 topics and discussion communities.
The researchers used computational language analysis to measure how closely messages related to moral concepts and how concentrated that language was. They also checked the findings using conventional moral-word dictionaries. The study's findings were published in a paper in Nature Human Behaviour, with Cristian Candia as the first author.
The study found that moral language is linked to higher user engagement only up to a point, after which it tends to elicit fewer reposts and replies. This challenges earlier research that showed moral language was associated with greater sharing online. The researchers wanted to understand whether the relationship between moral language and online engagement had a limit.
## What changed The study's findings suggest that a message's overall moral relevance is distinct from how saturated it is with moral language. The researchers aimed to shed light on whether the use of moral language, and the extent to which it is used, are linked to higher or lower engagement.
## Why it matters The study's results have implications for understanding how online engagement is driven by moral language. The findings suggest that using more moral language in online posts is not always an effective way to increase engagement. Instead, there may be a sweet spot where moral language is used effectively to engage users, but beyond which it becomes less effective.
The study's results are relevant to anyone who uses social media to communicate moral or social issues. By understanding how moral language affects online engagement, individuals and organizations can craft more effective messages that resonate with their audience.
