Emotional Feedback and Amplification in Social Interaction

This article develops an interactive, theoretical model of emotional feedback and amplification. Whereas the sociology of emotions typically examines how affect arises, this article focuses on the aftermath of an evoked emotion as it evolves in ongoing interaction. I argue that interactions serve as a stimulus to evoke emotional responses, but as interactions continue, these interactions provide an additional stimulus that feeds back into the initial emotion, amplifying it. I articulate two modes of emotional feedback and amplification: spontaneous and managed. Spontaneous amplification is a by-product of unplanned but continuous interactions. In contrast, managed amplification results from purposeful interactions and can be initiated through either surface acting or deep acting. The process of feedback and amplification is more likely under structural and cultural conditions that facilitate ongoing interactions. An empirical elaboration of the model is drawn from an ethnographic study of “TD's Restaurant.” Examining how feedback and amplification occur in different settings is an ongoing task for sociologists interested in emotions, work and occupations, mental health, and social movements.