Studying The Effect of Emotional and Moral Language on Information Contagion during the Charlottesville Event

We highlight the contribution of emotional and moral language towards information contagion online. We find that retweet count on Twitter is significantly predicted by the use of negative emotions with negative moral language. We find that a tweet is less likely to be retweeted (hence less engagement and less potential for contagion) when it has emotional language expressed as anger along with a specific type of moral language, known as authority-vice. Conversely, when sadness is expressed with authority-vice, the tweet is more likely to be retweeted. Our findings indicate how emotional and moral language can interact in predicting information contagion.