Fig. 7.

Relative frequencies of emotional content in original tweets and retweets of public figures A) compared to ordinary users B). Although negative content only made up 20.67% of the original tweets for public figures, it accounted for 30.92% of all retweets, signifying an increase of 10.25%. Conversely, for ordinary users, the proportion of negative content increased only slightly from 21.95 to 24.28% (2.33%). In contrast, when examining content that is less likely to be shared, such as neutral content for both user types, the proportion of such content decreases. Consequently, this content is underrepresented in retweets in comparison to its original frequency. These results suggest that the virality of negative content for public figures can lead to an inflation of their content compared to the original texts they produce.