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Analyzing social media posts from news accounts and politicians (n = 2,730,215), we found that the biggest predictor of "virality" (out of all predictors we measured) was whether a social media post was about one's outgroup. Social media may be creating perverse incentives for polarizing content.

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This page is a summary of: Out-group animosity drives engagement on social media, Proceedings of the National Academy of Sciences, June 2021, Proceedings of the National Academy of Sciences, DOI: 10.1073/pnas.2024292118.
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