Solidarity drives online virality in a nation under attack, study of Ukrainian social media reveals
While divisive social media posts get more traction in countries such as the US, a new study shows that celebrating national unity is the way to go viral in Ukraine.
“Ingroup solidarity” statements got far more likes and shares than hostile posts about Russians – a trend that only grew stronger in the wake of the invasion.
The first major study of social media behaviour during wartime has found that posts celebrating national and cultural unity in a country under attack receive significantly more online engagement than derogatory posts about the aggressors.
University of Cambridge psychologists analysed a total of 1.6 million ...












