Почему мы делимся историями, новостями и информацией с окружающими?

unknown, “Why do we share stories, news, and information with others?”, public translation into Russian from English More about this translation.

Translate into another language.

Люди часто делятся историями, новостями и информацией с окружающими. Мы даем ссылки на статьи в Интернете друзьям, рассказываем интересные случаи коллегам, встречаясь у кулера с водой, делимся слухами с соседями. Такая передача данных в обществе существует уже тысячи лет, и расцвет социальных сервисов, таких, как СМС, Facebook и других сайтов, только ускорил процесс передачи информации между людьми. Так почему же определенные данные распространяются лучше, чем другие? Что побуждает людей делиться ими?

Согласно Джону Бергеру, автору новой научной работы опубликованной в "Psychological Science", журнале ассоциации психологической науки, деление историями или информацией может быть частично вызвано возбуждением. Когда люди психологически возбуждены, будь то эмоциональные толчки или иным образом, автономная нервная система активна, и она повышает передачу социального опыта. Проще говоря, затрагивание определенных эмоций может повысить шанс передачи сообщения другим.

“In a prior paper, we found that emotion plays a big role in which New York Times articles make the most emailed list. But interestingly, we found that while articles evoking more positive emotions were generally more viral, some negative emotions like anxiety and anger actually increased transmission while others like sadness decreased it. In trying to understand why, it seemed like arousal might be a key factor,” says Berger, the Joseph G. Campbell Jr. Assistant Professor of Marketing at the University of Pennsylvania.

В своем исследование Бергер предположил, что чувство страха, злости или удивления побуждает людей делиться новостями и информацией. Эти типы эмоций характеризующийся высокой возбужденностью и действиями в противовес таким эмоциям как печаль или удовлетворенность, которым свойственно малая возбужденность и пассивность...

Berger is especially interested in how social transmission leads online content to become viral. “There is so much interest in Facebook, Twitter, and other types or social media today,” he says, “but for companies and organizations to use these technologies effectively they need to understand why people talk about and share certain things.”

Two different experiments were conducted to test Berger’s theory that arousal promotes information sharing. In one experiment, which focused on specific emotions, 93 students completed what they were told were two unrelated studies. In the first study, students in different experimental groups watched video clips that made them either anxious or amused (high arousal emotions) or sad or content (low arousal emotions). In the second study, they were shown an emotionally neutral article and video and asked how willing they would be to share it with friends and family members. The results demonstrated that students who felt high arousal emotions were much more inclined to share with others.

The second experiment dealt with arousal more generally. 40 students were asked to complete what they assumed were two unrelated studies. First, they either sat still or jogged in place for about a minute – a task proven to increase arousal. Then they were asked to read a neutral online news article and told they could e-mail it to anyone they wanted. The findings showed that students who jogged in place and were aroused were more likely to e-mail the article to their friends and family, as opposed to the students that just sat still.

Berger states that the implications of this study are quite broad. “People’s behavior is heavily influenced by what others say and do. Whether you are a company trying to get people to talk more about your brand, or a public health organization trying to get people to spread your healthy eating message, these results provide insight into how to design more effective messages and communication strategies.”

Original (English): Why do we share stories, news, and information with others?

Translation: © wantsimple, Александр Корпусов, Deep_inside .

translatedby.com crowd

Like this translation? Share it or bookmark!