In this paper we introduce the concept of attentional scaffolds and show the resemblance between social media platforms and slot machines, both functioning as hostile attentional scaffolds. The first section establishes the groundwork for the concept of attentional scaffolds and draws parallels to the mechanics of slot machines, to argue that social media platforms aim to capture users’ attention to maximize engagement through a system of intermittent rewards. The second section shifts focus to the interplay between emotions and attention, revealing how online attentional capture through emotionally triggering stimuli leads to distraction. The final section elucidates the collective implications of scaffolding attention through social media platforms. The examination of phenomena such as emotional contagion and the emergence of group emotions underscores the transition from individual experiences to shared collective outcomes. Employing online moral outrage as a case study, we illustrate how negative emotions serve as scaffolds for individuals’ attention, propagate within social groups, and give rise to collective attitudes.

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In this article, the below statement in the Funding information section was missed out. Lavinia Marin’s work is part of the research programme Ethics of Socially Disruptive Technologies, which is funded through the Gravitation programme of the Dutch Ministry of Education, Culture, and Science and the Netherlands Organization for Scientific Research (NWO grant number 024.004.031). The author contribution section that reads as “The first draft of the manuscript was written by Cristina Voinea and all authors commented on previous versions of the manuscript. All authors read and approved the final manuscript” should read as “All three authors generated the ideas, the main argument, and the outline. Cristina Voinea wrote most of the first draft, while Lavinia Marin wrote most of section 2. All three authors edited and commented on various versions of the text.”

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The phenomenon of missed interactions between online users is a specific issue occurring when users of different language games interact on social media platforms. We use the lens of institutional theory to analyze this phenomenon and argue that current online institutions will necessarily fail to regulate user interactions in a way that creates common meanings because online institutions are not set up to deal with the multiplicity of language games and forms of life co-existing in the online social space. We argue for the need to enable and foster grassroots online institutions that can stabilize the norms of interaction by redesigning algorithms and user interfaces. Such online grassroots institutions would facilitate user orientation at three distinct levels: informational, normative, and semantic-pragmatic. We propose user orientation as a principle that would facilitate the formation of institutions aiming to regulate information exchanges between users inhabiting various forms of life. This principle of user orientation should guide design decisions, while designer teams would need to become aware of the institutional power unleashed when they set up interfaces and algorithms for user-generated content.

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Many hypotheses have been advanced to explain the collective irrationality of COVID-19 vaccine hesitancy, such as partisanship and ideology, exposure to misinformation and conspiracy theories or the effectiveness of public messaging. This paper presents a complementary explanation to epistemic accounts of collective irrationality, focusing on the moral reasons underlying people’s decisions regarding vaccination. We argue that the moralization of COVID-19 risk mitigation measures contributed to the polarization of groups along moral values, which ultimately led to the emergence of collective irrational behaviors. Collective irrationality arises from groups explicitly or implicitly endorsing values that ultimately harm both themselves and those around. The role of social media platforms in amplifying this polarization and contributing to the emergence of collective irrationality is also examined. Finally, potential strategies for addressing the moral sources of collective irrationality are discussed.@en