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Prior research demonstrates that news-related social media posts using negative language are re-posted more, rewarding users who produce negative content. We investigate whether negative material from external news sites is also introduced to social media through more user posts, offering comparable incentives for journalists to adopt a negative tone. Data from four US and UK news sites (95,282 articles) and two social media platforms (579,182,075 posts on Facebook and Twitter, now X) show social media users are 1.91 times more likely to share links to negative news articles. The impact of negativity varies by news site and social media platform and, for political articles, is moderated by topic focus, with users showing a greater inclination to share negative articles referring to opposing political groups. Additionally, negativity amplifies news dissemination on social media to a greater extent when accounting for the re-sharing of user posts containing article links. These findings suggest a higher prevalence of negatively toned articles on Facebook and Twitter compared to online news sites. Further, should journalists respond to the incentives created by the heightened sharing of negative articles to social media platforms, this could even increase negative news exposure for those who do not use social media.
Watson et al. (Mon,) studied this question.
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