The Diffusion of Causal Language in Social Networks

Causal reasoning plays a central role in human cognition. It facilitates the ability to infer, predict, and manipulate outcomes within the environment, which in turn lays the foundation for a uniquely adaptive decision-making framework that is crucial in navigating complex problem-solving contexts. With the pervasive influence of social media platforms, these online social networks have become critical for disseminating information, shaping public beliefs, and influencing daily life. However, no study has examined the propagation of causal language within social networks. In this work, we analyze the dispersion of messages containing causal language against those without, within the milieu of a large online social network. With the entirety of messages over one complete day on Twitter along with two additional days for validation, and with our validated ensemble method for identifying causal language, our findings reveal that messages with causal language exhibit a more extensive reach than those without. Furthermore, our counterfactual analysis demonstrates that the effect of causal language on information diffusion is truly causal. Moreover, our findings indicate that messages incorporating causal language manifest a higher ability to spread to out-groups compared to those without. These novel insights reveal the unique diffusion pattern of causal language within social networks, and suggest a potential to mitigate the echo chamber effect, while causal language could serve as a bridge for diverse perspectives.