Facebook Controls Your News Feed In Attempt To Manipulate Your Mood

The much fabled Facebook News Feed algorithm sees to it that we are shown stories that Facebook thinks we will engage with, or that will be of significant interest to us. To add to the irritation of users, we are also shown Suggested Posts and adverts that take the place of posts from people who we’re actually friends with.

However, it’s one thing being second guessed for the sake of not being overwhelmed with potentially irrelevant or humdrum content, but it’s something else entirely to have the content of your News Feed manipulated to see if it can elicit certain emotional reactions from you. And that’s exactly what has been going on at Facebook.

It has recently come to light that Facebook had manipulated the emotions of hundreds of thousands of users by what was shown in their respective News Feeds. An experiment conducted in 2012 saw nearly 700,000 users’ News Feeds skewed to be happier or sadder than normal, in an attempt to see if an ’emotional contagion’ could be affected.

The results showed that emotion can indeed spread across the network, evidenced by the fact that users who had been presented with a manipulated Facebook News Feed went on to post updates of their own that reflected the mood of the ones they had been shown.

Users were understandably annoyed to find out that Facebook had been using them as psychological guinea-pigs without their knowledge or consent. While not necessarily illegal, what Facebook has done could be considered immoral, and even those involved in conducting the research – such as Susan Fiske, Professor of Psychology at Princeton University – had their reservations:

“…the level of outrage that appears to be happening suggests that maybe it shouldn’t have been done… I’m still thinking about it and I’m a little creeped out too.”

However,  Adam Kramer – a member of Facebook’s Core Data Science Team and co-author of the study – has defended the experiment:

“The reason we did this research is because we care about the emotional impact of Facebook and the people that use our product… We felt that it was important to investigate the common worry that seeing friends post positive content leads to people feeling negative or left out. At the same time, we were concerned that exposure to friends’ negativity might lead people to avoid visiting Facebook. We didn’t clearly state our motivations in the paper.”

How do you feel about Facebook’s experiment? While there is the obvious ethical issue surrounding the manipulation of people’s moods, there is a case to argue that Facebook had the interests of its wider audience at heart, and telling people that they were to be the subject of such an experiment could bias the outcome. If you have a view on this story, please feel free to let us know your opinion by leaving a comment below.


  1. I blog quite often and I genuinely thank you for your content.
    This article has really peaked my interest.
    I will book mark your website and keep checking for new information about once a week.

    I opted in for your Feed as well.

  2. I deactivated my FB account after I uploaded everything to social safe. 🙂 I deleted the app from all my devices as now FB is not only following you around the web but can also listen to the background if you are logged in. It’s a huge violation of privacy and unbelievably creepy. I’d rather pay a monthly fee but I still think they would collect and sell my data. I also stopped using my gmail account and use hushmail.

    Although I miss being “connected”, I think FB keeps us from having real conversations and deep friendships. It’s so easy now to “like” something (as opposed to actually exerting effort and engaging). It was my birthday 4 days after I deactivated and besides my family, the 7-10 people that love me remembered and called and the other 200+ “friends” are busy “liking” photos and playing games. I don’t obsess about who is looking at my posts (because it’s all about me, right?) and I am reading more, back to writing, gardening, hiking with the dogs…just doing a lot more of all the things I love to do. Adios, Facebook! Good riddance too!

  3. unetchical experminents already go on for century’s , it’s not facebook only .
    think about it

  4. It’s unethical to experiment on people without their consent. While facebook may have zero ethics, the National Science Foundation and the academic institutions behind the researchers that conducted this do have a code of ethics. Apparently those ethics were discarded either because DARPA [military] offered enough cash or because they and the U.S. gov’t did not give them a choice. It is also disturbing that the motivation for this is that the gov’t wants to better understand social control so they can stem “civil unrest”.

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