One study of 7,000 New York Times articles by two professors at the University of Pennsylvania’s Wharton School found that sad stories were the least shared because sadness is a low-arousal, negative state. People were more likely to share positive stories because it was a way to show generosity and boost their reputations. Sharing pleasant things in public made them appear nice themselves.
宾夕法尼亚大学(University of Pennsylvania)沃顿商学院(Wharton)两位教授研究了《纽约时报》(New York Times)的7000篇文章。他们发现,悲伤的报道被分享得最少,因为悲哀是一种刺激性较低的负面状态。人们更喜欢分享正面报道,因为这是一种体现宽容和提高声誉的方法。在公开场合分享愉快事物能令人们自身显得很善良。
This is enough to make old hands tear their hair out (“What works in viral is fake piety,” says one); and it has combined with a shift to video as broadband speeds increase. The internet, originally a means for academics to share information, is becoming primarily an entertainment medium where a juicy headline on a video is text enough.
这一点足以令资讯界的老手抓狂(其中一位曾说道:“病毒式推广生效的原因是一种假惺惺的虔诚”)。而随着宽带网速的提升,视频内容日益增多也助长了这一现象。最初只是学术界信息共享手段的互联网,如今却主要成了一种娱乐媒介——在这种媒介上,一个吸引眼球的视频标题就足以替代所有文字。
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