How Anger Can Drive Positive Change in Crisis Communication
Management
Yujun Sha, Junhyok Yim, You Jin Kim, Jo K. Oh, Jiajin Sophie Tong
Published in Academy of Management Proceedings, August 2024
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 You Jin Kim and Professor Junhyok Yim 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 mobilize 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.
