Name: Are politicians exploiting emotions online?
Uploaded: 2025-11-15T03:39:59.878Z
Duration: 1 min 54 s
Description: Are facts being replaced with anger? Politicians on social media are appealing to strong emotions. Social media expert Luna Möbius explains why the strategy works — and when it backfires.

Are facts being replaced with anger? Politicians on social media are appealing to strong emotions. Social media expert Luna Möbius explains why the strategy works — and when it backfires.

Berlin

A DW News segment from Berlin explores how politicians increasingly use emotional content—such as anger, fear, and comedy—on social media to capture attention and engagement. Experts note that simple, emotionally charged messages are amplified by platform algorithms, often leading to divisive online discourse.

The report also highlights the financial incentives for major social media companies, with digital advertising revenues projected to exceed one trillion US dollars in 2025, largely benefiting Alphabet, ByteDance, and Meta. Despite the growing influence of emotional content in politics, there are currently no strict regulations, prompting calls for policymakers to establish clearer rules and consequences.

Are politicians exploiting emotions online?

This bland way of communicating, like I'm standing at my desk holding a speech, this matter-of-fact tone, it just doesn't work. Anger really works, fear really works, but so does comedy. I think Democrats should use more populism in their content. I don't have an issue with populism as such, as long as it's based on actual facts. Online, it's not the best arguments that win, but the strongest emotional reactions. Simply being upset on social media keeps people glued to the platforms. Simple messages coupled with strong emotions are most successful. Algorithms then amplify these posts by targeting specific audiences, which generates more comments. Politicians try to make use of the digital outrage, and it has become part of media strategies and politics. In Luna Möbius' opinion, this is a huge mistake. Apart from anger, fear, joy, or some sort of practical value, like learning something new also work really well. What we're experiencing now is really divisive content, purposely based on anger and fear, and less on making people laugh or making them learn new things. But the companies behind the large social media platforms are not interested in a change. And it's a profitable business for them. In 2025, digital advertising revenues are expected to reach over one trillion US dollars. And more than half goes to the big three. Alphabet, ByteDance and Meta. There are no strict regulations, but politicians have to come up with rules and consequences. For more UN videos visit www.un.org

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