6.2.1 Contagion Emotional
Abasebenzisi abangu-700,000 be-Facebook bafakwa esilingweni esingase sishintshe imizwelo yabo. Abahlanganyeli abazange banikeze imvume futhi isifundo sasingahambisani nokuqondisa okusemqoka kweqembu lesithathu.
Ngesonto elilodwa ngoJanuwari 2012, abasebenzisi abangaba ngu-700,000 be-Facebook babekwe ekuhloleni ukutadisha "ukutheleleka ngokomzwelo," indlela umzwelo womuntu okuthinta ngayo imizwelo yabantu abahlangana nabo. Ngixoxe ngalokhu kuhlola esahlukweni 4, kodwa ngizoyibuyekeza futhi manje. Ababambe iqhaza ekuhlolweni kokucindezeleka ngokomzwelo babekwe emaqenjini amane: iqembu elithi "ukunganaki-elincishisiwe", okuthunyelwe ngamagama angalungile (isib., Ukudabuka) ayevinjiwe ngokungahleliwe ukuba avele ku-News Feed; iqembu "elihle-elincishisiwe" lapho okuthunyelwe khona amagama anamandla (isb., ujabule) bevinjelwe ngezikhathi; kanye namaqembu amabili wokulawula, enye yeqembu elihle-elincishisiwe kanye nelinye leqembu elincishisiwe-elincishisiwe. Abacwaningi bathola ukuthi abantu abasezingeni elihle-elincishisiwe babesebenzisa amagama ambalwa ambalwa namazwi amancane amancane, ahlobene neqembu lokulawula. Ngokufanayo, bathola ukuthi abantu abangenalo ukungabi nandaba-isimo esinciphile basebenzisa amagama angcono kakhulu futhi amagama ambalwa amancane. Ngakho-ke, abacwaningi bathola ubufakazi bokungqubuzana ngokomzwelo (Kramer, Guillory, and Hancock 2014) ; ukuze uthole ingxoxo ephelele ngokuklanywa kanye nemiphumela yokuhlolwa bheka isahluko 4.
Ngemuva kokuthi leli phephandaba lishicilelwe ku- Proceedings of the National Academy of Sciences , kwakukhona ukukhala okukhulu kokubili abacwaningi kanye nabezindaba. Ukuthukuthela kuleli phepha kugxile emaphuzu amabili okuyinhloko: (1) abahlanganyeli abazange banikeze noma yikuphi imvume ngaphandle kwemigomo yesevisi ejwayelekile ye-Facebook futhi (2) isifundo asizange sithole ukubuyekezwa kokuziphatha (Grimmelmann 2015) wesithathu (Grimmelmann 2015) . Imibuzo yokuziphatha ephakanyisiwe kule mpikiswano yenza ukuba leli phephandaba lishicilele masinyane "ukuboniswa okungajwayelekile" kokuphathelene nokuziphatha kanye nenqubo yokubuyekezwa kokuziphatha ngokucwaninga (Verma 2014) . Eminyakeni elandelayo, lolu cwaningo luye lwaqhubeka luba ngumthombo wokuphikisana okukhulu nokungahambisani, futhi ukugxeka kwalokhu kuhlolwa kungase kube nemiphumela engalindelekile yokushayela lolu hlobo locwaningo emthunzini (Meyer 2014) . Okungukuthi, abanye baye bathi izinkampani aziyekanga ukusebenza lezi zinhlobo zokuhlolwa-zivele ziyeke ukukhuluma ngazo emphakathini. Le mpikiswano kungenzeka ukuthi yasize ekwakheni inqubo yokubuyekezwa kokuziphatha ngokucwaninga ku-Facebook (Hernandez and Seetharaman 2016; Jackman and Kanerva 2016) .
