FROM CLICKS TO CONSEQUENCES: NAVIGATING THE SOCIETAL MAZE OF RAGE BAIT

Abstract

This research explores the phenomenon of rage bait, an online activity where individuals intentionally spread provocative content to cultivate anger and engagement. The study investigates the multifaceted repercussions of this digital behaviour on society. By analysing the psychological, social, and political dimensions, the study aims to comprehend the broader implications on individual well-being and social dynamics.

Rage bait fosters an environment where extremist views thrive. To generate revenue from any form of media, it is crucial for the audience to engage with the content. While rage bait is a common practice, it is important to understand how it could potentially influence the individual units of society. The manipulation of emotions for online engagement not only weakens civil discourse but also amplifies the potential for real-world consequences, such as increased social tensions and decreased trust in institutions. Moreover, the research explores the psychological toll on individuals exposed to relentless inflammatory content, shedding light on the potential mental health implications and its influential power to alter opinions. This research serves as a critical examination of the far-reaching impacts of rage bait in media, focusing on mass media platforms namely social media and film, providing insights that are crucial for developing strategies to minimize its negative effects and foster a healthier digital society.