A new study has revealed how social media creators are turning anger into entertainment, and what that means for public debate.
Research by Dr Nicholas John from The University of Manchester and Dr CJ Reynolds from the University of Copenhagen has explored the rise of ‘ragebait’ - content deliberately designed to provoke anger - and how it is reshaping the way audiences engage with morality, accountability and online behaviour.
Key insights
-
‘Ragebait’ is an increasingly popular strategy for generating attention online
-
Content creators are engineering confrontations to provoke emotional reactions
-
Audiences are drawn to feelings of moral superiority and catharsis
-
Online ‘accountability’ is often reduced to spectacle rather than real change
-
The trend reflects a shift in how public shaming operates in digital culture