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we define moral-emotion expression in social-media text as representational expressions of affect that reliably signal, either to others or to the self, that something is relevant to the interests or good of society, as defined by the conceptual knowledge of the expresser.

Inherent in the concept of moral contagion, then, is the idea that moral-emotion expressions are among the most powerful signals to the self and others about one’s identity. As such, they may be among the most functionally relevant forms of expressions in the context of moral and political discourse online, where moral and political identities are ... See more

In the context of political discourse online, moralized content containing moral-emotion expression is consistently associated with increased sharing across various topics, among laypeople and political leaders, and during consequential political events. We call this phenomenon moral contagion .