6.2.1 Emotional Contagion
700,000 Facebook vanozvishandisa vakaiswa mugomba kuedza kuti angave kuchinjwa manzwiro avo. Vechikamu haana kupa mvumo uye kudzidza haana pasi rechitatu-vebato yetsika vakakanganisa.
Nokuti vhiki imwe January 2012, anenge 700,000 Facebook vanoshandisa vakaiswa kumwe kuedza kudzidza pfungwa contagion, pakuti munhu manzwiro rinoitei nokuda nemanzwiro vanhu ivo anosangana. Ndava dzinokurukurwa kuedza ichi muChitsauko 4, asi ini ndichaenda kuongorora zvakare ikozvino. Vakwikwidzi vari Emotional Contagion kuedza vakaiswa muzvikwata mana: a "negativity ipfupi" boka, nokuti uyo nembiru nezvisingafadzi namashoko (semuenzaniso, chinosuruvarisa) vakanga randomly makavhara kubva iri News Feed; munhu "positivity ipfupi" boka uyo namagwatidziro namashoko akanaka (semuenzaniso, vanofara) vakanga randomly makavhara; uye mapoka maviri masimba. In kudzorwa kuti "negativity ipfupi" boka, namagwatidziro zvaiva randomly makavhara panguva mwero dzakafanana "negativity ipfupi" boka asi pasina chokuita mupfungwa kugutsikana. Boka kuzvidzora nokuti "positivity ipfupi" boka rakavakwa munzvimbo yakafanana mufashoni. Vaongorori vakawana kuti vanhu vari positivity-kuderedzwa ezvinhu akashandisa mashoko zvishoma vashoma akanaka uye mashoko zvishoma kupfuura kunaka, hama kuti kudzora mamiriro ezvinhu. Saizvozvowo, vakawana kuti vanhu vari negativity-kuderedzwa ezvinhu akashandisa mashoko zvishoma zvakanaka uye zvishoma vashoma mashoko asina kunaka. Saka, vatsvakurudzi vakawana uchapupu mupfungwa contagion (Kramer, Guillory, and Hancock 2014) ; nokuda kwokukurukurwa magadzirirwo uye migumisiro kuedza zvizere ona Chitsauko 4.
Pashure bedzi kwemazuva bepa ichi yakabudiswa Proceedings National Academy of Sciences, paiva kukuru kuchema kubva vatsvakurudzi uye wokudhinda. Kushatirwa vakakomba bepa nezvezvandaifanira huru mbiri huru: 1) vechikamu haana kupa chero kubvumirana mhiri mureza Facebook okuti-of-basa uye 2) kudzidzwa asina inini yechitatu vebato yetsika ongororo (Grimmelmann 2015) . Mibvunzo yetsika vakarerwa nharo ichi vakatadzisa magazini nokukurumidza kubudisa isingawanzowanikwi "wedzero kuratidza hanya" pamusoro nezvetsika uye zvetsika zvine chokuita nedzimwe ongororo kwacho nokuti kutsvakurudza (Verma 2014) . Mumakore akatevera, kuedza ichi akaramba ndimo zvikuru gakava uye musingabvumirani, uye kutsoropodza yetsvakurudzo ichi kunge aiva kupedzisira mugumisiro kutyaira kutsvakurudza mhando ichi munzvimbo mimvuri (Meyer 2014) . Ndiko, vamwe vakati makambani havana kumborega achimhanya mhando aya kuedza, havana kungotaura vakarega kutaura nezvavo paruzhinji. Gakava iri vangava kutungamirira pakusikwa ane chemufungo muchidimbu muitiro kutsvakurudza panguva Facebook (Hernandez and Seetharaman 2016; Jackman and Kanerva 2016) .
