If you're slamming the political opposition, chances are your post will go viral.
Researchers analyzed almost 3 million Tweets and Facebook posts published by American liberal and conservative media outlets and Members of Congress from across the political spectrum.
They found that social media posts criticizing or mocking the political opposition got shared twice as much compared to posts supporting one's own politics. As researchers note - out-party hate captures our online attention more effectively than in-party love.
The social media business model wants to keep us engaged as much as possible to sell advertising.
As the new study shows, media outlets and politicians understand this very well. Social media companies - rethink how you earn money. Penalise polarising content. Reward constructive posts. If not, online political hostility will spill over to real life.
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Original study: