Algorithmically amplified emotions in 60 seconds?
How emotions in Instagram and TikTok videos lead to greater reach
DOI:
https://doi.org/10.21243/mi-01-26-08Keywords:
Medienkompetenz, Demokratiebildung, Social Media, refeltierte MedienpädagogikAbstract
This article analyses examples of affective communication strategies in short video formats on social media platforms such as Instagram and TikTok. These strategies are an important part of the attention that is controlled by algorithms. The starting point is the thesis that emotionalising content is not a marginal phenomenon in digital public spheres but is systematically privileged by engagement-based recommendation algorithms. Posts that specifically address strong emotions such as shock, outrage or moral concern generate above-average interaction rates. This makes them more visible. Rationally structured, argumentative formats, on the other hand, fall behind structurally. In the long term, this contributes to a shift in communicative norms towards affective polarisation and jeopardises our understanding of democracy. A qualitative case study of an Instagram video shows how visual shock images, moral equations, etc. are strategically combined to create affective resonance spaces. This highlights the need for political education and media education to systematically strengthen skills for the critical analysis of affective forms of presentation and for the reflective handling of algorithmically curated content. Media literacy, in the sense of reflective media education, is essential in the age of digitalisation.
A qualitative case study of an Instagram video shows how visual shock images, moral equations, etc. are strategically combined to create affective resonance spaces. This highlights the need for political education and media education to systematically strengthen skills for the critical analysis of affective forms of presentation and for the reflective handling of algorithmically curated content. Media literacy, in the sense of reflective media education, is essential in the age of digitalisation.
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