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Moral Emotional Language Drives Engagement
Moral emotional language, encompassing words related to morality and emotions like hate, love, outrage, etc., significantly impacts engagement levels. By studying over half a million tweets, it was found that tweets containing moral emotional language are the most shared. Distinguishing moral emotional language from non-moral, non-emotional language involves identifying words related to morality (such as justice, right, wrong) and emotions (like sadness, happiness, joy). Additionally, words like contempt, hate, and outraged straddle both categories, having both emotional and moral implications.