The growth in rage baiting content has coincided with the major social media platforms paying creators more for their content, creating an environment where creators prioritize engagement over positive interactions.
'If we see a cat, we're like 'oh, that's cute' and scroll on. But if we see someone doing something obscene, we may type in the comments 'this is terrible', and that sort of comment is seen as a higher quality engagement by the algorithm,' explains marketing podcaster Andréa Jones.
'The more content a user creates the more engagement they get, the more that they get paid. And so, some creators will do anything to get more views, even if it is negative or inciting rage and anger in people,' she says with a note of concern.
Dr. Brady observes: 'There has been a spike in the build up to elections, because it's an effective way to mobilize your political group to potentially vote and take action.' He notes the American election was light on policy, and instead centered around outrage.
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