KORONA SÜRECİNDE SOSYAL MEDYADA DUYGUSAL BULAŞMA: OLUMSUZ DUYGUSAL İKLİM VE DEĞER DEĞİŞİMİ

Abstract

The coronavirus pandemic is a harmful health crisis. In such a crisis, people are motivated to share negative emotional content on social media. During the pandemic period, restrictions caused a significant increase in the time spent online and sharing posts. Negative emotion sharing that creates emotional contagion on social media has the power to shape the emotional climate of society. The negative emotional climate that emerges with emotional contagion during the epidemic process reveals a great potential that can create a change in the value structure of the society, albeit for a long time. From this point of view, the purpose of the study is to reveal the practical level of negative emotions shared on social media to determine which emotion(s) is the most effective in the possible value change. Thus, to provide suggestions that can help society get out of this process with the least emotional damage by creating awareness in the relevant circles. Therefore, the study analyzed the most shared feelings of fear, anger, sadness, disgust, and insecurity on social media with the Analytical Hierarchy Process (AHP). As a result, The two most basic emotions affecting social values were fear (0.40%) and insecurity (0.22%).