Academic Research

“Clickbait” headlines designed to entice people to click are frequently used by both legitimate and less-than-legitimate news sources. Contemporary clickbait headlines tend to use emotional partisan appeals, raising concerns about their impact on consumers of online news. This article reports the results of a pair of experiments with different sets of subject pools: one conducted using Facebook ads that explicitly target people with a high preference for clickbait, the other using a sample recruited from Amazon’s Mechanical Turk. We estimate subjects’ individual-level preference for clickbait, and randomly assign sets of subjects to read either clickbait or traditional headlines. Findings show that older people and non-Democrats have a higher “preference for clickbait,” but reading clickbait headlines does not drive affective polarization, information retention, or trust in media.

A major point of debate in the study of the Internet and politics is the extent to which social media platforms encourage citizens to inhabit online “bubbles” or “echo chambers,” exposed primarily to ideologically congenial political information. To investigate this question, we link a representative survey of Americans with data from respondents’ public Twitter accounts (N = 1,496). We then quantify the ideological distributions of users’ online political and media environments by merging validated estimates of user ideology with the full set of accounts followed by our survey respondents (N = 642,345) and the available tweets posted by those accounts (N ~ 1.2 billion). We study the extent to which liberals and conservatives encounter counter-attitudinal messages in two distinct ways: (a) by the accounts they follow and (b) by the tweets they receive from those accounts, either directly or indirectly (via retweets). More than a third of respondents do not follow any media sources, but among those who do, we find a substantial amount of overlap (51%) in the ideological distributions of accounts followed by users on opposite ends of the political spectrum. At the same time, however, we find asymmetries in individuals’ willingness to venture into cross-cutting spaces, with conservatives more likely to follow media and political accounts classified as left-leaning than the reverse. Finally, we argue that such choices are likely tempered by online news watching behavior.

So-called “fake news” has renewed concerns about the prevalence and effects of misinformation in political campaigns. Given the potential for widespread dissemination of this material, we examine the individual-level characteristics associated with sharing false articles during the 2016 U.S. presidential campaign. To do so, we uniquely link an original survey with respondents’ sharing activity as recorded in Facebook profile data. First and foremost, we find that sharing this content was a relatively rare activity. Conservatives were more likely to share articles from fake news domains, which in 2016 were largely pro-Trump in orientation, than liberals or moderates. We also find a strong age effect, which persists after controlling for partisanship and ideology: On average, users over 65 shared nearly seven times as many articles from fake news domains as the youngest age group.

How accurate are survey-based measures of social media use, in particular about political topics? We answer this question by linking original survey data collected during the U.S. 2016 election campaign with respondents’ observed social media activity. We use supervised machine learning to classify whether these Twitter and Facebook account data are content related to politics. We then benchmark our survey measures on frequency of posting about politics and the number of political figures followed. We find that, on average, our self-reported survey measures tend to correlate with observed social media activity. At the same time, we also find a worrying amount of individual-level discrepancy and problems related to extreme outliers. Our recommendations are twofold. The first is for survey questions about social media use to provide respondents with options covering a wider range of activity, especially in the long tail. The second is for survey questions to include specific content and anchors defining what it means for a post to be “about politics.”

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.

Scholars have debated whether social media platforms, by allowing users to select the information to which they are exposed, may lead people to isolate themselves from viewpoints with which they disagree, thereby serving as political “echo chambers.” We investigate hypotheses concerning the circumstances under which Twitter users who communicate about elections would engage with (a) supportive, (b) oppositional, and (c) mixed political networks. Based on online surveys of representative samples of Italian and German individuals who posted at least one Twitter message about elections in 2013, we find substantial differences in the extent to which social media facilitates exposure to similar versus dissimilar political views. Our results suggest that exposure to supportive, oppositional, or mixed political networks on social media can be explained by broader patterns of political conversation (i.e., structure of offline networks) and specific habits in the political use of social media (i.e., the intensity of political discussion). These findings suggest that disagreement persists on social media even when ideological homophily is the modal outcome, and that scholars should pay more attention to specific situational and dispositional factors when evaluating the implications of social media for political communication.

We estimated ideological preferences of 3.8 million Twitter users and, using a data set of nearly 150 million tweets concerning 12 political and nonpolitical issues, explored whether online communication resembles an “echo chamber” (as a result of selective exposure and ideological segregation) or a “national conversation.” We observed that information was exchanged primarily among individuals with similar ideological preferences in the case of political issues (e.g., 2012 presidential election, 2013 government shutdown) but not many other current events (e.g., 2013 Boston Marathon bombing, 2014 Super Bowl). Discussion of the Newtown shootings in 2012 reflected a dynamic process, beginning as a national conversation before transforming into a polarized exchange. With respect to both political and nonpolitical issues, liberals were more likely than conservatives to engage in cross-ideological dissemination; this is an important asymmetry with respect to the structure of communication that is consistent with psychological theory and research bearing on ideological differences in epistemic, existential, and relational motivation. Overall, we conclude that previous work may have overestimated the degree of ideological segregation in social-media usage.