Why It’s Worth It | Some days the world seems to swirl with chaos and outrage, with each news cycle getting faster and faster. Is this just our perspective, or is something else going on? What if the very source we use to make sense of this crush of information is instead the cause of our dismay? What if our innate need for connection and belonging is manipulated by the technology we use daily? How can we change our perspective to understand what is happening to us, stay informed, and preserve our humanity?  

In a captivating episode of “Unlocking Us,” Brené Brown dives deep with Dr. William Brady, an emotion, morality, and social networks expert. Together, they explore the tangled web of social media, moral outrage, and polarization, showing how our digital interactions are shaped by our psychological instincts and the algorithms that drive these platforms.

Brené, known for her groundbreaking work on vulnerability and courage, brings her signature blend of curiosity and insight to the discussion. William provides a scientific lens, examining the interplay of emotion, group behavior, and AI in social networks. He grew up in North Carolina’s Bible Belt, which sparked his interest in moral psychology and shaped his understanding of how people form moral views and engage within groups. 

William introduces the concept of “PRIME” information—Prestigious, In-group, Moralized, and Emotional content—and explains how our brains are predisposed to process this type of information. This evolutionary bias, originally meant to help us navigate social complexities, is now being exploited by algorithms designed to maximize engagement. The result? An overload of emotionally charged content fuels polarization and conflict.

Their conversation also digs into the explosion of moral outrage online. William’s research shows that expressing moral outrage garners social rewards like likes and shares, reinforcing this behavior and skewing our perception of social norms. It makes extreme views seem more prevalent than they are.

Brené and William discuss solutions, such as “bounded diversification” or “representative diversification,” which aim to offer a more balanced view in social media feeds. This could potentially reduce polarization by exposing users to a broader spectrum of perspectives. They also tackle the role of foreign actors and bots in spreading misinformation during elections, stressing the importance of digital literacy and algorithm transparency.

Background | In this episode, Brené speaks with William Brady, a professor of Management and Organizations at Northwestern University’s Kellogg School of Management, specializing in the intersection of emotion, group behavior, and artificial intelligence in social networks. Additional highlights include:

• The reinforcing cycle of moral outrage: Expressing moral outrage on social media leads to increased social rewards (likes, shares), which reinforces this behavior. This cycle can create a skewed perception of social norms, making extreme views appear more common than they actually are.
• Algorithmic amplification of extreme views: Social media algorithms tend to amplify content from a minority of extreme users, creating a false impression that these views are often more widespread than they actually are. This can lead to increased polarization and misunderstanding between groups.
• Representative diversification: Implementing algorithms that provide a more balanced representation of views, including moderate perspectives from both in-groups and out-groups, could help reduce polarization and foster more constructive online dialogue.
• The role of foreign actors and bots: Malicious actors often use polarizing language and misinformation to sow division, particularly during election seasons. Knowing these tactics and developing digital literacy skills can help us navigate online spaces more critically.
• The importance of algorithm transparency: Providing clear information about why we’re seeing certain content could help increase awareness of algorithmic biases and potentially mitigate their negative effects.
• Balancing engagement and well-being: While emotionally charged content may drive short-term engagement, it can exhaust us long-term. Platforms may need to reconsider their metrics for success to create healthier online environments.
• The potential for positive change: Despite the challenges, social media still holds potential for positive social change and activism. The key is finding ways to harness this potential while mitigating the negative effects of polarization and misinformation.
• Personal strategies for navigating online spaces: Developing critical thinking skills, awareness of our biases, and actively seeking out diverse perspectives can help individuals navigate online spaces more effectively and contribute to healthier digital discourse.

Source | Unlocking Us: Dr. William Brady on Social Media, Moral Outrage, and Polarization – March 27, 2024

About | Brené Brown has spent over 20 years researching and exploring courage, vulnerability, shame, and empathy. She is a New York Timesbestselling author, an award-winning podcast and HBO Max TV show host, and an inspirational speaker at TED and other notable conferences. Alongside her team, she has created a website full of fantastic resources that are free to access. At her core, Brené believes we have to “embrace the suck” to find the courage to enter the arena of our lives.