Anger remains the most potent emotion, in part because it is the most interactive. As social media users find ways to express (or exploit) anger, they generate new pieces of content that are propelled through the same system, setting off additional cascades of fury. When an issue has two sides—as it almost always does—it can resemble a perpetual-motion machine of outrage. The graphic online propaganda of ISIS, for instance, served a dual purpose. Not only did it elicit waves of shock and outrage in the West; it also drove a violent anti-Islamic backlash, which ISIS could use to fuel renewed
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