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New #preprint: we use range of psychological theory / data to develop a model to explain the spread of moralized content online via: motivation, attention and the design of social media (the MAD model). w/ @jayvanbavel @mollycrockett | psyarxiv.com/pz9g6 | summary below 1/6 
We start by reviewing data suggesting that expressions of moral values and emotion spread rapidly during political discourse online. We examine how morality and emotion can spread online through social appraisal processes 2/6
What facilitates this ‘moral contagion’ online? We start with the *motivations*: from Social Identity Theory, we argue that moral-emotion expressions help uphold ingroup image. From partner choice theory, we argue that moral-emotion expressions can enhance our reputation. 3/6
Then comes *attention*: we review evidence that moral and emotional content are jointly prioritized in visual attention due to their motivational relevance. Gives M and E content advantage in social media's "attention economy". 4/6
Finally *design*: we discuss how various features of social media including quantifiable social feedback, symbolic representation of emotion, content algorithms and rapid response options all may facilitate the spread of moral-emotional content online. 5/6
We hope each section has many interesting ideas packed in…reach out if you want to discuss any, and paper just submitted so feel free to send feedback! Aims to spark research on range of online behaviors from the rise of affective polarization to moralized consumer decisions 6/6
