Click Here If You Want to Be Sad

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Last week, I saw a new paper in the journal Nature Human Behavior called “Negativity Drives Online News Consumption.” That seems bad, I thought. Naturally, I clicked.

In a randomized study of 105,000 headlines and 370 million impressions from a data set of articles published by the online news dispensary Upworthy, researchers concluded that each negative word increased the click-through rate by more than 2 percent. “The presence of positive words in a news headline significantly decreases the likelihood of a headline being clicked on,” they said.

Are you even remotely surprised by any of this? Probably not. Neither was New York University’s Claire E. Robertson, a co-author of the paper. “People have been saying ‘If it bleeds, it leads’ for decades,” she told me. But what does that actually mean? Maybe substantively bad