What Kind Of Articles Do People Want To Share?

Recent research on the patterns of article sharing by Ny Times readers shows that people are seeking an emotion communion by sharing pieces that inspire awe:

John Tierney, Will You Be Emailing This Column? It’s Awesome

A random sample of 3,000 of these articles was rated by independent readers for qualities like providing practical value or being surprising. The researchers also used computer algorithms to track the ratio of emotional words in an article and to assess the relative positivity or negativity.

The computer textual analysis could identify “affect-laden” articles like “Redefining Depression as Mere Sadness” or “When All Else Fails, Blaming the Patient Often Comes Next.” It distinguished positive articles like “Wide-Eyed New Arrivals Falling in Love With the City” from downers like “Germany: Baby Polar Bear’s Feeder Dies.”

More emotional stories were more likely to be e-mailed, the researchers found, and positive articles were shared more than negative ones. Longer articles generally did better than shorter articles, although Dr. Berger said that might just be because the longer articles were about more engaging topics. (The best way to test that, he said, would be for The Times to run shorter and longer versions of the same article that would be seen by different readers.)

Surprising articles, like one about free-range chickens on the streets of New York, were also more likely to be e-mailed — which was a hardly a surprising discovery, of course. But the researchers also kept finding popular articles with a quality that went beyond surprise.

“If I went into my classroom dressed up like a pirate, that would be surprising, but it wouldn’t be awe-inspiring,” Dr. Berger said. “An article about square watermelons is surprising, but it doesn’t inspire that awed feeling that the world is a broad place and I’m so small.”

Building on prior research, the Penn researchers defined the quality as an “emotion of self-transcendence, a feeling of admiration and elevation in the face of something greater than the self.”

They used two criteria for an awe-inspiring story: Its scale is large, and it requires “mental accommodation” by forcing the reader to view the world in a different way.

“It involves the opening and broadening of the mind,” write Dr. Berger and Dr. Milkman, who is a behavioral economist at Wharton.

“Seeing the Grand Canyon, standing in front of a beautiful piece of art, hearing a grand theory or listening to a beautiful symphony may all inspire awe. So may the revelation of something profound and important in something you may have once seen as ordinary or routine, or seeing a causal connection between important things and seemingly remote causes.”

The motivation for mailing these awe-inspiring articles is not as immediately obvious as with other kinds of articles, Dr. Berger said. Sharing recipes or financial tips or medical advice makes sense according to classic economic utility theory: I give you something of practical value in the hope that you’ll someday return the favor. There can also be self-interested reasons for sharing surprising articles: I get to show off how well informed I am by sending news that will shock you.

But why send someone an exposition on quantum mechanics? In some cases, it, too, could be a way of showing off, particularly if you accompanied the article with a note like, “Perhaps this will amuse, although of course it’s a superficial treatment. Why can’t they use Schrödinger’s full equation?”

But in general, people who share this kind of article seem to have loftier motives than trying to impress their friends. They’re seeking emotional communion, Dr. Berger said.

People want to connect, and to define themselves through relationships, especially in the face of evidence about the complexity and grandeur of the natural world. We find community in our shared reality.