Moral Outrage Shapes Commitments Beyond Attention: Multimodal Moral Emotions on YouTube in Korea and the US
Understanding how media rhetoric shapes audience engagement is crucial in the attention economy. This study examines how moral emotional framing by mainstream news channels on YouTube influences user behavior across Korea and the United States. To capture the platform's multimodal nature, combining thumbnail images and video titles, we develop a multimodal moral emotion classifier by fine tuning a vision language model. The model is trained on human annotated multimodal datasets in both languages and applied to approximately 400,000 videos from major news outlets. We analyze engagement levels including views, likes, and comments, representing increasing degrees of commitment. The results show that other condemning rhetoric expressions of moral outrage that criticize others morally consistently increase all forms of engagement across cultures, with effects ranging from passive viewing to active commenting. These findings suggest that moral outrage is a particularly effective emotional strategy, attracting not only attention but also active participation. We discuss concerns about the potential misuse of other condemning rhetoric, as such practices may deepen polarization by reinforcing in group and out group divisions. To facilitate future research and ensure reproducibility, we publicly release our Korean and English multimodal moral emotion classifiers.
Code (0)
등록된 구현이 없습니다.
Similar Papers 제목 키워드 기반
The Technology of Outrage: Bias in Artificial Intelligence
Artificial intelligence and machine learning are increasingly used to offload decision making from people. In the past, one of the rationales for this replacement was that machines, unlike people, can be fair and unbiase…
Decision MakingFrom Hesitancy Framings to Vaccine Hesitancy Profiles: A Journey of Stance, Ontological Commitments and Moral Foundations
While billions of COVID-19 vaccines have been administered, too many people remain hesitant. Twitter, with its substantial reach and daily exposure, is an excellent resource for examining how people frame their vaccine h…
Runaway signals: Exaggerated displays of commitment may result from second-order signaling
To demonstrate their commitment, for instance during wartime, members of a group will sometimes all engage in the same ruinous display. Such uniform, high-cost signals are hard to reconcile with standard models of signal…
Why Sampling Is Not Choosing: Intentionality, Agency, and Moral Responsibility in Large Language Models
Recent advances in large language models (LLMs) have prompted claims that such systems exhibit agency or qualify as moral agents. This paper argues that these attributions are misguided. We maintain that moral responsibi…
Scaling up the discovery of hesitancy profiles by identifying the framing of beliefs towards vaccine confidence in Twitter discourse
Our study focused on the discovery of how vaccine hesitancy is framed in Twitter discourse, allowing us to recognize at-scale all tweets that evoke any of the hesitancy framings as well as the stance of the tweet authors…
Misinformation