In the world of social media and the internet there is a constant flood of information. In this jungle of content, users are looking for interesting stories and controversial topics. “Rage farming” is becoming more and more common – the anger business that specifically targets people’s negative emotions .
But what is behind this development and how can we counteract it?
Rage farming is a method used by content creators and social media influencers to generate targeted attention and interaction with provocative and polarizing content. The principle is simple: the more anger and outrage they cause, the more clicks, comments and shares they receive. This in turn leads to higher reach and advertising revenue.
Studies have shown that angry and outraged people are more likely to consume and share content than factual or neutral content. This is because strong emotions like anger or fear capture our attention and make us act quickly and impulsively. Rage farming exploits this human weakness to create a cycle of outrage and engagement.
Another problem with rage farming is the exacerbation of social divisions.
By specifically addressing polarizing topics, ever deeper rifts are being opened up between different groups. Instead of enabling dialogue and rapprochement, the discussion becomes more emotionally charged and thus prevents constructive cooperation.
Two examples of what rage farming can look like on Facebook or Twitter:
Example 1: Facebook post:
Title: “Incredible!
Politician XY fails again and shows no remorse!” Text: “Politician XY has proven his incompetence again! He has cut funding for education and prefers to look after his own interests. Check out this video of him heartlessly laughing at the consequences of his decision. 😡😡😡 How long do we want to see people like this in power? SHARE if you’re as angry as I am!”
Reactions: Thousands of angry emojis, comments and shares.
Example 2: Twitter tweet:
“@InfluencerABC: Another scandal at Company Z! The #greed of these corporations knows no limits! 😤 Click on the link to watch the shocking video! #Outrage #Anger #Boycott ➡️ [Link to video]”
Reactions: Hundreds of retweets, angry replies and likes that make the tweet go viral.
Countermeasures
There are several approaches to counteract rage farming:
- Education: Users should be able to learn about and recognize the mechanics of rage farming. Media literacy and critical thinking are crucial in order not to fall for manipulative content.
- Self-reflection: Before reacting to a provocative post, you should pause and ask yourself whether your own reaction actually makes a constructive contribution or just feeds the spiral of indignation.
- Positive engagement: Instead of just reacting to angry and provocative posts, users should also share and comment on positive and constructive content. This can shift the focus away from anger and towards a constructive discussion.
- Make platforms responsible: Social networks should be held more responsible to take action against rage farming. Algorithms that favor such content should be reconsidered and adjusted.
Conclusion: Rage farming is an ugly business that is carried out at the expense of society and healthy discourse. It is important that we are aware of this development and actively do something about it. Only if we act together against the anger business can we break the vicious circle of outrage, polarization and social division and return to constructive and respectful communication.
The role of the media and social platforms should not be underestimated. You have the opportunity to curb the spread of rage farming and promote a positive culture of discussion. But we as users should also be aware of our responsibility and pay attention to what content we consume and share.
At a time when the world is changing ever faster and complex challenges are coming our way, it is even more important that we listen to each other, learn from each other and work together. This is the only way we can overcome the challenges and shape a better future together – free from anger and indignation.
Also read: Hatred on the Internet and misogyny towards politically active women
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