First and foremost, in 2009, Facebook introduced the “like” button and Twitter introduced the “retweet” button. Both of these innovations were then widely copied by other platforms, making viral content dissemination possible. These innovations quantified the success of every post and incentivized users to craft each post for maximum spread, which sometimes meant making more extreme statements or expressing more anger and disgust.[8] At the same time, Facebook began using algorithmically curated news feeds, which motivated other platforms to join the race and curate content that would most
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