Researchers developed the Content Dimensions–Overton Window–Perceived Utility (COP) Model to explain why people consume and share different kinds of news. The model focuses on three factors in any news item: veracity, emotional appeal and relevance. The team also used the Overton window to describe which ideas the public finds acceptable at a given time.
To test the model, they analysed more than 10,000 tweets about COVID-19. The analysis measured likes and which tweets were "ratioed" (that is, received more negative replies than likes). The researchers ran emotion and sentiment analyses to assess tone, trust and relevance.
Results showed people respond strongly to emotional tone, especially negative emotions such as fear, anger and disgust. Even when content was less true, if it felt emotionally satisfying and relevant it was more likely to be liked and shared. The study recommends that platforms use like/reply ratios and emotion signals, and that media literacy programmes be taught from an early age.
Difficult words
- veracity — How true or accurate something is
- emotional appeal — Ability of content to make people feel
- relevance — How important or connected something is
- ratio — To receive more negative replies than likesratioed
- sentiment — Overall feeling or attitude in a message
- media literacy — Skills to understand and judge media information
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Discussion questions
- Do you think social platforms should use like/reply ratios to identify harmful posts? Why or why not?
- How could teaching media literacy from an early age change the way people share news online?
- Have you ever seen a social media post that felt emotional but was not true? What did you do?
