Ukrainian Solidarity Boosts Engagement

This is a Ukrainian news story, published by University of Cambridge, that relates primarily to Kyrychenko news.

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University of Cambridge

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Solidarity drives online virality in a nation under attack, study of Ukrainian social media reveals

Summary

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79% Informative

University of Cambridge psychologists analysed 1.6 million posts on Facebook and Twitter from Ukrainian news outlets in the seven months prior to February 2022 , when Russian forces invaded, and the six months that followed.

Once the attempted invasion had begun, posts classified as expressing Ukrainian “ingroup solidarity” were associated with 92% more engagement on Facebook , and 68% more on Twitter .

While posts expressing “outgroup hostility” towards Russia only received an extra 1% engagement after the invasion.

Cambridge Gates Scholar Kyrychenko recalls critical role Facebook and Twitter played in Euromaidan protests in 2014 .

She says the solidarity fostered on social media reflects some of the early promise these platforms held for uniting people against tyranny.

“The Ukrainian experience reminds us that social media can be used for good, pro-social causes, even in the direst of situations”.

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formal

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English

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