Positive sentiment and expertise predict the diffusion of archaeological content on social media
Abstract This study investigates the dissemination of archaeological information on Twitter/X through the lens of cultural evolution. By analysing 132,230 tweets containing the hashtag #archaeology from 2021 to 2023, we examine how content and context-related factors influence retweeting behaviour....
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| Format: | Article |
| Language: | English |
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Nature Portfolio
2025-01-01
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| Series: | Scientific Reports |
| Online Access: | https://doi.org/10.1038/s41598-025-85167-z |
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| _version_ | 1832594684194586624 |
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| author | Chiara Bonacchi Marta Krzyzanska Alberto Acerbi |
| author_facet | Chiara Bonacchi Marta Krzyzanska Alberto Acerbi |
| author_sort | Chiara Bonacchi |
| collection | DOAJ |
| description | Abstract This study investigates the dissemination of archaeological information on Twitter/X through the lens of cultural evolution. By analysing 132,230 tweets containing the hashtag #archaeology from 2021 to 2023, we examine how content and context-related factors influence retweeting behaviour. Our findings reveal that tweets with positive sentiment and non-threatening language are more likely to be shared, contrasting with the common negativity bias observed on social media. Additionally, content authored by experts, particularly those with archaeological or historical expertise, is more frequently retweeted than content from popular figures lacking domain-specific expertise. The study also challenges the notion that pseudoarchaeology spreads rapidly and caution against overestimating its impact. Our results align with other studies on the spread of misinformation and “toxic” behaviour on social media, showing that the sharing of negative and hostile content by a vocal minority of users is mediated by other factors pertaining to the context of the communication. These insights underscore the nuanced dynamics of archaeology communication, emphasizing the importance of expert-led and positively charged narratives in engaging the public on social media. |
| format | Article |
| id | doaj-art-405ca3feca5e443aa4d13cb988b977bd |
| institution | Kabale University |
| issn | 2045-2322 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Nature Portfolio |
| record_format | Article |
| series | Scientific Reports |
| spelling | doaj-art-405ca3feca5e443aa4d13cb988b977bd2025-01-19T12:23:49ZengNature PortfolioScientific Reports2045-23222025-01-0115111010.1038/s41598-025-85167-zPositive sentiment and expertise predict the diffusion of archaeological content on social mediaChiara Bonacchi0Marta Krzyzanska1Alberto Acerbi2School of History, Classics and Archaeology, University of EdinburghSchool of History, Classics and Archaeology, University of EdinburghDepartment of Sociology and Social Research, University of TrentoAbstract This study investigates the dissemination of archaeological information on Twitter/X through the lens of cultural evolution. By analysing 132,230 tweets containing the hashtag #archaeology from 2021 to 2023, we examine how content and context-related factors influence retweeting behaviour. Our findings reveal that tweets with positive sentiment and non-threatening language are more likely to be shared, contrasting with the common negativity bias observed on social media. Additionally, content authored by experts, particularly those with archaeological or historical expertise, is more frequently retweeted than content from popular figures lacking domain-specific expertise. The study also challenges the notion that pseudoarchaeology spreads rapidly and caution against overestimating its impact. Our results align with other studies on the spread of misinformation and “toxic” behaviour on social media, showing that the sharing of negative and hostile content by a vocal minority of users is mediated by other factors pertaining to the context of the communication. These insights underscore the nuanced dynamics of archaeology communication, emphasizing the importance of expert-led and positively charged narratives in engaging the public on social media.https://doi.org/10.1038/s41598-025-85167-z |
| spellingShingle | Chiara Bonacchi Marta Krzyzanska Alberto Acerbi Positive sentiment and expertise predict the diffusion of archaeological content on social media Scientific Reports |
| title | Positive sentiment and expertise predict the diffusion of archaeological content on social media |
| title_full | Positive sentiment and expertise predict the diffusion of archaeological content on social media |
| title_fullStr | Positive sentiment and expertise predict the diffusion of archaeological content on social media |
| title_full_unstemmed | Positive sentiment and expertise predict the diffusion of archaeological content on social media |
| title_short | Positive sentiment and expertise predict the diffusion of archaeological content on social media |
| title_sort | positive sentiment and expertise predict the diffusion of archaeological content on social media |
| url | https://doi.org/10.1038/s41598-025-85167-z |
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