Last year Adoreboard analysed the emotions expressed by the top 100 celebrities on Twitter. We found that One Direction front man Harry Styles was the happiest celebrity on the social network. Drilling down into the data, we discovered that the Dalai Lama expressed the most Ecstasy, while neurotic rapper Chris Brown showed the highest amount of Sadness.
High Activation emotions (ones which highly motivate human behaviour) were found to have high-to-moderate correlations with both the Retweets and Favourites of tweets amongst the top 20 celebrities. This finding was important because researchers at the University of Pennslyvania found the same thing: the higher the activation was of emotions in a piece of content, the more that piece of content was shared. Interestingly, it wasn’t the valence of an emotion (whether it was positive or negative) that mattered, all that mattered was how strong the emotion was in that piece of content.
This effect was further supported by a review in the respected Annual Review of Psychology. They found that emotions with the same valence had different effects on behaviour. This behaviour is driven the activation of emotions. High activated ones motivate people to perform behaviour, while low activated ones demotivate people to perform behaviour.
Finally, it must be remembered that the sample of our study – celebrities – experience a zeitgeist level of worship from the public. This is perfectly summed up by the publication of the Book of Yeezus.
For more information on the topics explored, click this link.