When disasters strike, social media becomes a lifeline for information and emotional expression. But did you know that the way emotions spread online can influence how quickly critical messages reach the public? A study by Professor Junhyok Yim and Professor You Jin Kim of the Department of Management, along with co-authors, reveals how collective anger—often perceived as negative—can actually accelerate the sharing of vital information during crises.
The research analysed millions of social media posts following natural disasters. It found that posts expressing anger were more likely to be reposted, especially when shared by influential users with large followings. This means that anger, when channeled correctly, can amplify important messages and mobilise communities faster than other emotions, such as anxiety or sadness.
In emergencies, speed saves lives. Understanding emotional dynamics helps emergency managers craft messages that resonate and spread quickly. By acknowledging public anger and framing updates in ways that validate concerns, authorities can ensure critical alerts reach more people in less time. This insight transforms anger from a disruptive force into a tool for collective resilience.
This research underscores a powerful truth: emotions drive behaviour. By understanding and ethically leveraging collective anger, organisations can foster faster information flow, stronger community action, and ultimately, safer societies.
Sha, Yujun; Yim, Junhyok; Kim, You Jin et al./ Am I the Only One Angry? How Collective Anger Shapes the Effect of Abusive Supervision on Voice. Academy of Management Annual Meeting Proceedings: Chicago 2024. editor/ Sonia Taneja. Vol. 2024 Academy of Management, 2024. (Academy of Management Proceedings).
Reference:
https://www.cb.cityu.edu.hk/people-and-research/research-insights/management/how-anger-can-drive-positive-change-crisis-communication
