Strategies of Blaming on Social Media: An Experimental Study of Linguistic Framing and Retweetability

Abstract

This article introduces an original theoretical model for understanding how the linguistic framing of political protest messages influences how blame spreads in social media. Our model of blame retweetability posits that the way in which the basis and focus of blame are linguistically construed affects people’s perception of the strength of criticism in the message and its likelihood to be reposted. Two online experiments provide empirical support for the model. We find that attacks on a person’s character are perceived as more critical than blaming focused on the negative outcomes of their actions, and that negative judgements of social sanction have a greater impact than those of social esteem. The study also uncovers a “retweetability paradox”—in contrast to earlier studies, we find that blame messages that are perceived as more critical are not more likely to be reposted.