For all three political topics, we found that the addition of every moral-emotio…


For all three political topics, we found that the addition of every moral-emotional word in a tweet was associated with a 20 percent increase in the retweet rate, compared to a tweet with no such language. Twitter messages that were both moralized and infused with emotion were much more likely to spread — a pattern we call “moral contagion.” (Purely emotional and purely moral language also helped with retweets. But moral-emotional language packed the strongest punch.) We also found that mora…