Temporo-Parietal Junction: the Part of the Brain that Decides What Goes Viral on Social Media

#Science

Thu, Jul 11th, 2013 10:00 by capnasty NEWS

According to Chris Taylor of Mashable, the Temporo-Parietal Junction is the part of the brain that makes you decide whether or not something is worth sharing on social media.

"Nobody had looked before at which brain regions are associated with the successful spread of ideas," added Emily Falk, who conducted the research as a UCLA doctoral student in Lieberman's lab. "You might expect people to be most enthusiastic and opinionated about ideas that they themselves are excited about, but this research suggests that's not the whole story.

"Thinking about what appeals to others may be even more important."

It's one of those conclusions that makes a lot of intuitive sense: you know that feeling you get when you see something on Facebook that you have to share with a specific friend? That moment when you get an image of how they're going to react when they see that news story or this kitten? That, apparently, is your TPJ working overtime.

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