Brand Analytics: Women become more aggressive on social media as they age

As women age, they become more aggressive on social media than men. Scientists came to this conclusion, according to a Brand Analytics study for RIA Novosti.

Specialists analyzed more than 1 billion Russian-language messages published in Russian-language social media from November 1 to November 30, 2021, including from the social networks VKontakte, Odnoklassniki, Yandex.Zen, Instagram, TikTok, YouTube, Facebook, Twitter , as well as messages from blogs, forums, review sites, public messenger channels, comments on news articles. It turned out that in the period from 60 to 68 years, the number of messages with aggressiveness in women is higher than in men “with the general dominance of masculine aggressiveness.”

At the same time, a similar situation was observed in a similar study in 2018 – in women aged 55 to 65, an increase in aggressiveness was more clearly seen.

The study also showed that men are twice as likely as women to post content with aggressive language – they account for 68% of such messages. At the same time, from the age of 35 to 60, women are constant in expressing aggressiveness in social networks, follows from the report.

Comparing the data of 2018 and 2021, the experts concluded that “aggressiveness in social media has become slightly less: the share of messages in Russian-language social media has decreased from 5.53% in November 2018 to 5.14% over the same period in 2021 , which amounted to about 55 million messages. In general, men (regardless of age) are still more aggressive than women. The largest number of messages with identified aggression in November 2021 were published by men aged 21 — they accounted for almost 400,000 messages per month.