Sharing Content Online: the Effects of Likes and Comments on Linguistic Interpretation

Bystander information is information about others’ attitudes towards a text (i.e. about whether they agree or disagree with it). Social media platforms force bystander information upon us when we read posts thereon. What effect does this have on how we respond to what we read? The dominant view in the literature is that it changes our minds (the so-called “bandwagon effect”). Simplifying a little: if we see that most people agree (disagree) with what a post says, we are more likely to agree (disagree) with what it says. This paper argues that we should take seriously a competitor view and care about the difference between it and the dominant view. The competitor view proposes that bystander information changes what a text seems to us to say: although bystander information may lead us to change what attitude we express toward a post, that’s not because we’ve changed our attitude toward any fixed content (i.e. fixed thing that the post says). This paper argues that, if this competitor view is correct, then social media is likely to be an especially hazardous place for the practice of sharing content.