Facebook's secret "feeling manipulation" experiment results in angry feelings

The social media giant decided to try a little experiment back in 2012 - and by little we mean over 600,000 users were subjected to a tailored algorithm which omitted positive or negative posts on the subject groups news feeds. It was done in order to see if emotions could be manipulated with the predominance of either emotion and prompt them to post accordingly.

The research, according to the Wall Street Journal, was published in the March issue of the Proceedings of the National Academy of Sciences, sparked a different emotion—outrage—among some people who say Facebook toyed with its users emotions and uses members as guinea pigs.

"What many of us feared is already a reality: Facebook is using us as lab rats, and not just to figure out which ads we'll respond to but actually change our emotions," wrote Animalnewyork.com, a blog post that drew attention to the study Friday morning.



The Proceedings of the National Academy of Sciences explains, the experiment manipulated the extent to which people (N = 689,003) were exposed to emotional expressions in their News Feed. This tested whether exposure to emotions led people to change their own posting behaviors, in particular whether exposure to emotional content led people to post content that was consistent with the exposure—thereby testing whether exposure to verbal affective expressions leads to similar verbal expressions, a form of emotional contagion. People who viewed Facebook in English were qualified for selection into the experiment. Two parallel experiments were conducted for positive and negative emotion: One in which exposure to friends’ positive emotional content in their News Feed was reduced, and one in which exposure to negative emotional content in their News Feed was reduced. In these conditions, when a person loaded their News Feed, posts that contained emotional content of the relevant emotional valence, each emotional post had between a 10% and 90% chance (based on their User ID) of being omitted from their News Feed for that specific viewing. It is important to note that this content was always available by viewing a friend’s content directly by going to that friend’s “wall” or “timeline,” rather than via the News Feed. Further, the omitted content may have appeared on prior or subsequent views of the News Feed. Finally, the experiment did not affect any direct messages sent from one user to another.

According to an abstract of the study, "for people who had positive content reduced in their News Feed, a larger percentage of words in people's status updates were negative and a smaller percentage were positive. When negativity was reduced, the opposite pattern occurred."

I have negative feelings about this experiment.