Outrage Inc: The Business of Making You Mad
Summary:
- Outrage is deliberately used by media, social platforms, and organizations to capture attention, drive clicks, and generate profit.
- Our brains are naturally wired to react strongly to anger and controversy, making us easy targets for emotionally charged content.
- Outrage spreads misinformation, disinformation, and propaganda quickly because emotional reactions override our ability to fact-check or think critically.
- The constant cycle of outrage leads to exhaustion, increased division, and erodes trust in institutions and each other.
- We can break the cycle by pausing before reacting, checking facts, diversifying our news sources, limiting social media use, and choosing respectful, constructive conversations.
How many times have you scrolled through your social media feed this week and suddenly felt your blood start to boil? Maybe it was a shocking headline, a viral video, or a friend’s angry post. You’re not alone. These days, it feels like everyone’s mad about something, and that’s not just a coincidence. Outrage is everywhere online, and it’s not accidental. I am certainly not denying there are many things going on right now that we should be angry about, but you should also be aware that anger can be manipulated.
News outlets, influencers, and even some politicians have figured out that anger is powerful. When we’re outraged, we click, we share, and we keep coming back for more. Social media platforms have built their empires on this simple truth. The more fired up we get, the more time we spend online. The more we engage, the more ads we see. It’s a feedback loop that keeps our attention glued to the screen.
But there’s another side to this story. Outrage isn’t just making us mad; it’s making us vulnerable. When we’re angry, we’re more likely to believe and spread things that aren’t true. This is how misinformation, disinformation, and propaganda thrive. False stories and exaggerated claims ride the wave of our emotions, spreading faster and farther than ever before.
So why does outrage work so well on us? And who’s really benefiting from all this anger? In this article, we’ll dig into the psychology behind outrage, look at how it’s used to spread misleading information, and explore what we can do to break the cycle. Because while outrage might be profitable for some, it’s taking a real toll on all of us.
The Psychology of Outrage
Here is a shocking statement, "getting mad is easy". It’s almost automatic, especially online. But there’s a reason for that. Our brains are wired to notice things that make us feel threatened, insulted, or excluded. These reactions go way back. When our ancestors faced danger, their bodies flooded with adrenaline and their minds zeroed in on the threat. That rush of emotion helped them survive. Today, the threats are less likely to be wild animals and more likely to be a controversial tweet or a heated news story, but our brains react in much the same way.
Outrage feels powerful. When something triggers us, we get a quick burst of energy and focus. It can even feel good in the moment. That’s because anger isn’t just a feeling; it’s a social signal. It tells people where we stand and what we care about. When we see others getting upset about the same things, it pulls us together. It’s a way of saying, “I’m with you. We’re right. They’re wrong.” This sense of belonging is strong, and it’s part of why anger travels so quickly through groups, especially online.
But here’s the catch: when we’re emotional, we don’t always think straight. That quick, gut-level reaction can make us less likely to pause and check the facts. We’re more likely to believe things that confirm what we already think and more likely to share them without a second thought. That’s not some personal flaw; it’s just how human psychology works. The internet, with its nonstop stream of headlines, memes, and hot takes, is designed to push those buttons over and over.
What’s more, anger online is contagious. Studies have shown that emotional posts, especially those that express outrage, spread farther and faster than calmer, more neutral content. It’s like a digital wildfire. And because we see outrage everywhere, it can start to feel normal, even expected.
Outrage as a Tool for Spreading Falsehoods
Outrage isn’t just something that happens to us. It’s something that gets used deliberately by people and organizations who want to grab our attention, push their message, or even sell us something. The internet has made it easier than ever for anyone to get their ideas in front of a huge audience, and outrage is one of the quickest ways to go viral.
Here’s how it works: When we see something that makes us angry, we want to react right away. We might comment, share, or send it to our friends. That’s exactly what the creators of viral content are counting on. Whether it’s a misleading headline, a carefully edited video, or a meme that pushes all the right buttons, the goal is to get people worked up because outrage spreads fast.
This is where things get tricky. Not everything designed to make us mad is true. Sometimes it’s misinformation, which means it’s false but wasn’t necessarily made up on purpose. Other times, it’s disinformation, which is created deliberately to mislead or manipulate. And then there’s propaganda, which is often a mix of truth and lies, crafted to change how we think or feel about an issue.
For example, a rumor might start on social media about a hot-button topic. Maybe it’s not true, but it’s just believable enough to spark anger or fear. People start sharing it before checking the facts. Before you know it, the story has taken on a life of its own. The more people see it, the more real it feels even if it’s completely made up.
What’s scary is that our brains are less likely to question something when we’re in an emotional state. If a post makes us mad, we’re more likely to accept it at face value. This is exactly what the people pushing false information are counting on. They want us to react first and think later.
And it’s not just individuals. Sometimes, entire organizations or governments get involved, using outrage to push their own agendas or cause division. In the end, the real winner is anyone who profits from confusion, chaos, or clicks.
Next, we’ll dig into why we’re so vulnerable to these tactics and what makes outrage such an effective weapon in the fight for our attention.
Why We’re So Susceptible
You might wonder why we fall for this stuff so easily. It’s not because we’re careless or gullible. The truth is, our brains are built to respond to certain triggers, and outrage is one of the strongest. When something makes us mad or shocked, it grabs our attention in a way that calm, everyday information just can’t.
One big reason is something called confirmation bias. This is the tendency we all have to believe things that fit with what we already think and to ignore things that don’t. If you already feel strongly about a topic, it’s really easy to accept new information that matches your beliefs, even if it isn’t true. Outrage stirs up our feelings and makes this effect even stronger. When we’re fired up, we’re not in the mood to fact-check or second-guess.
There’s also something called the bandwagon effect. When we see lots of other people reacting to something, we’re more likely to join in. On social media, it’s especially easy to get swept up in the moment because we see what friends and influencers are posting. If everyone seems mad about the same thing, it feels normal to be mad too.
Another thing at play is how social media algorithms work. They are programmed to keep us engaged and coming back for more. The posts that get the most reactions, comments, and shares are the ones that show up at the top of your feed. And guess what? Outrage gets a lot of reactions. So the more you interact with angry content, the more of it you’ll see, creating a kind of feedback loop.
All of this makes it really easy for misinformation, disinformation, and propaganda to spread. When we’re emotional, we’re less likely to pause and check the facts. Add in the speed and reach of the internet, and you have a recipe for chaos.
Recognizing these patterns is the first step to taking back control. Next we’ll look at what all this outrage means for us and for society as a whole.
The Real-World Impact of Constant Outrage
All this outrage isn’t just something that happens online and then disappears. It has real effects on us, on our communities, and even on how we see the world. When anger and division become the norm, it doesn’t just change the way we talk to each other, it changes who we trust and what we believe.
For starters, constant outrage can make us feel exhausted and stressed. Scrolling through one heated post after another can leave you drained, anxious, or even hopeless. It’s hard to see the good in the world when your feed is full of arguments and fear. Over time, this can take a toll on your mental health, making you more irritable or less trusting of others.
The bigger picture is just as troubling. As anger spreads, it pushes people into separate camps. You might notice that your social circles become more divided, with people sticking to their own side and shouting past each other instead of talking. It becomes harder to have real conversations or find common ground. This kind of division doesn’t just stay online. It spills over into everyday life, making it harder for friends, families, and even entire communities to connect.
What’s worse is that outrage can break down our trust in important institutions. When you see so many stories about corruption, scandal, or betrayal, it’s easy to start doubting the media, scientists, or public officials. This leaves us vulnerable not just to misinformation, but to feeling like we can’t believe anything or anyone.
And let’s not forget the people behind the outrage machine. For some, spreading anger and confusion is a way to gain power, money, or influence. The more divided and upset we are, the easier it is for them to sell us something, win our votes, or keep us distracted from what really matters.
So what can we do about it? In the next section, we’ll talk about some ways to break out of the outrage cycle and start taking back control over what we see, share, and believe.
Breaking the Outrage Cycle
If you’ve ever felt caught up in an online argument, or found yourself sharing something before thinking it through, you’re not alone. The good news is, there are ways to push back against the constant stream of outrage and take control of how you react to it.
First, give yourself permission to pause. When you see something that makes you angry, try not to react right away. Take a breath. Step away from the screen for a minute. Sometimes, just a little distance is enough to keep you from getting swept up in the moment.
It also helps to ask questions before you share or comment. Where did this story come from? Is it from a reliable source? Does it sound too perfect or too outrageous to be true? A quick fact-check can save you from spreading something false. If you’re not sure, it’s okay to hold back. Not everything needs an immediate response.
Another useful habit is to mix up your news diet. Try following a few sources with different points of view, even if you don’t always agree with them. It’s a good way to break out of the echo chamber and see issues from more than one angle. The more balanced your feed, the less likely you are to fall for one-sided outrage.
Be mindful of how much time you spend scrolling, too. Social media is designed to keep you hooked, but you’re allowed to take breaks. Set limits if you need to. Go outside, talk to someone in person, or do something you enjoy that doesn’t involve a screen.
Finally, remember that you have the power to set the tone for your own online experience. Choose to engage in conversations that are respectful and constructive. It’s okay to disagree, but it doesn’t have to turn into a fight. You can also unfollow or mute accounts that constantly stir up drama and negativity. It's a little harder to mute your crazy uncle but, you can still make the choice to engage or not.
Breaking out of the outrage cycle isn’t always easy, especially when so much of the internet is built to keep us fired up. But small changes in how we respond can make a big difference not just for ourselves, but for everyone around us.
In the last section, we’ll wrap up with some final thoughts on why all of this matters, and what’s at stake if we let outrage continue to run the show.
Why It Matters
It’s easy to shrug and say, “That’s just the internet,” but the truth is, the outrage machine affects us all whether we realize it or not. When anger and division become the norm, it changes the way we see each other and the world around us. It can make us feel more isolated, less hopeful, and more suspicious of people who don’t agree with us.
The cycle of outrage, misinformation, and manipulation isn’t going to stop on its own. But the good news is, we’re not powerless. Every time we pause before reacting, check the facts, or choose to have a real conversation instead of a shouting match, we’re making a difference. We’re showing that we value truth over hype, understanding over division, and people over profits.
It’s not about ignoring problems or pretending everything is fine. Real issues deserve our attention and our passion. But when we let ourselves get played by those who profit from our anger, we lose sight of what really matters. We hand over our attention, our trust, and sometimes even our sense of community.
So next time you feel that rush of outrage, remember: you’re in control. You can choose what to believe, what to share, and how to connect with others. Outrage might be big business, but we don’t have to buy in. We can choose something better—one thoughtful moment at a time.
Notes:
If you are interested in learning more, I encourage you to read the following Yale study:
Yale researchers studied 12.7 million tweets from over 7,000 Twitter users and found that social media platforms like Twitter amplify expressions of moral outrage. Users learned that posts expressing outrage received more “likes” and “shares”, incentivizing them to post more outrage over time.
Key findings:
- Social rewards (likes, retweets) encourage users to increase expressions of outrage.
- Politically moderate networks were more influenced by these social rewards compared to politically extreme ones.
- This suggests moderate groups can become radicalized via positive feedback loops created by social media incentives.
- The study combined machine learning analysis of tweets with controlled experiments to confirm these effects.
- While moral outrage can drive positive societal change, it also risks harassment, disinformation, and polarization.
Researchers emphasized that social media platforms are not neutral; their design directly influences user behavior, impacting political discourse and collective movements.
The study was led by William Brady and Molly Crockett, and published in Science Advances on August 13, 2021.
Bill Hathaway
