Mind games: A temporal sentiment analysis of the political messages of the Internet Research Agency on Facebook and Twitter

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Abstract

This study examines the temporal dynamics of emotional appeals in Russian campaign messages used in the 2016 election. Communications on two giant social media platforms, Facebook and Twitter, are analyzed to assess emotion in message content and targeting that may have contributed to influencing people. The current study conducts both computational and qualitative investigations of the Internet Research Agency’s (IRA) emotion-based strategies across three different dimensions of message propagation: the platforms themselves, partisan identity as targeted by the source, and social identity in politics, using African American identity as a case. We examine (1) the emotional flows along the campaign timeline, (2) emotion-based strategies of the Russian trolls that masked left- and right-leaning identities, and (3) emotion in messages projecting to or about African American identity and representation. Our findings show sentiment strategies that differ between Facebook and Twitter, with strong evidence of negative emotion targeting Black identity.

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Bad is stronger than good.

Roy Baumeister, Ellen Bratslavsky, Catrin Finkenauer … (2001)

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Experimental evidence of massive-scale emotional contagion through social networks.

Adam D I Kramer, Jamie E Guillory, Jeffrey T Hancock (2014)

Emotional states can be transferred to others via emotional contagion, leading people to experience the same emotions without their awareness. Emotional contagion is well established in laboratory experiments, with people transferring positive and negative emotions to others. Data from a large real-world social network, collected over a 20-y period suggests that longer-lasting moods (e.g., depression, happiness) can be transferred through networks [Fowler JH, Christakis NA (2008) BMJ 337:a2338], although the results are controversial. In an experiment with people who use Facebook, we test whether emotional contagion occurs outside of in-person interaction between individuals by reducing the amount of emotional content in the News Feed. When positive expressions were reduced, people produced fewer positive posts and more negative posts; when negative expressions were reduced, the opposite pattern occurred. These results indicate that emotions expressed by others on Facebook influence our own emotions, constituting experimental evidence for massive-scale contagion via social networks. This work also suggests that, in contrast to prevailing assumptions, in-person interaction and nonverbal cues are not strictly necessary for emotional contagion, and that the observation of others' positive experiences constitutes a positive experience for people.