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Twitter and other social media platforms are believed to have altered the course of numerous historical events, from the Arab Spring to the US presidential election. Online social networks have become a ubiquitous medium for discussing moral and political ideas. Nevertheless, the field of moral psychology has yet to investigate why some moral and political ideas spread more widely than others. Using a large sample of social media communications concerning polarizing issues in public policy debates (gun control, same-sex marriage, climate change), we found that the presence of moral-emotional language in political messages substantially increases their diffusion within (and less so between) ideological group boundaries. These findings offer insights into how moral ideas spread within networks during real political discussion.

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