Comfort from Nature:
Bonacchi, C., Krzyzanska, M. and Acerbi, A.
Positive sentiment and expertise predict the diffusion of archaeological content on social media. Sci Rep 15, 2031 (2025).
Abstract
This study investigates the dissemination of archaeological information on Twitter/X through the lens of cultural evolution. By analysing 132,230 tweets containing the hashtag #archaeology from 2021 to 2023, we examine how content and context-related factors influence retweeting behaviour. Our findings reveal that tweets with positive sentiment and non-threatening language are more likely to be shared, contrasting with the common negativity bias observed on social media. Additionally, content authored by experts, particularly those with archaeological or historical expertise, is more frequently retweeted than content from popular figures lacking domain-specific expertise. The study also challenges the notion that pseudoarchaeology spreads rapidly and caution against overestimating its impact. Our results align with other studies on the spread of misinformation and “toxic” behaviour on social media, showing that the sharing of negative and hostile content by a vocal minority of users is mediated by other factors pertaining to the context of the communication. These insights underscore the nuanced dynamics of archaeology communication, emphasizing the importance of expert-led and positively charged narratives in engaging the public on social media.
There is a problem of the methodology here, only texts actually written to contain the hashtag #archaeology were considered. But the majority of discussion on social media has no such defining feature included by the author (it is not assigned by the application automatically when it senses that archaeology is being discussed). It cannot therefore be used to assess the entirety of the social media discussion with reference to the discipline, nor the interpretation of archaeological evidence. In particular, in the case of tweets in "English", a substantial portion of the archaeology content on social media will also be generated by artefact hunters and collectors (UK and USA - where both are common, socially acceptable and in the case of the UK, government supported). Yet in few cases will they be marked by an #archaeology hashtag. This would skew the authors' figures for the "professional" aspect (and dealers in archaeological artefacts?). I was puzzled by this:
Our findings [...] challenge the notion that pseudoarchaeology spreads rapidly and caution against overestimating its impact".
Whoah. Is trhat really so? The conclusions need more vigorous testing using other labels ("Gobekli Tepe", "Giza", "Maltese Temples", "Megalithic", "ancient", "Clovis" [and "pre-Clovis"], "Younger Dryas", "Easter Island" for example)
Our results align with other studies on the spread of misinformation and “toxic” behaviour on social media, showing that the sharing of negative and hostile content by a vocal minority of users is mediated by other factors pertaining to the context of the communication.
The issue is that any mediation (really?) takes place OUTSIDE the echo-chambers that propagate and disseminate the negative and hostile content about "where archaeologists have got it wrong/are misleading the world/covering up the secrets", where there is little to no penetration. The authors seem not to have taken the context of discussions properly into account.
These insights{..] emphasiz[e] the importance of expert-led and positively charged narratives in engaging the public on social media.
So, this is where we get the main genres of archaeological outreach to the public through the media:
1) The ubiquitous posts: "look at this gorgeous... [glass bead, brooch, bit of coloured woollen fabric, etc...] / funny [phallic amulet or figure [tee hee], whimsical bronze mouse figurine, etc.].../ mysterious [Roman bronze dodecahedron, bâton de commandement/ percé, strange symbol in a graffito etc....]/ touching moment in time [fingerprints in ceramic vessel base, cat prints on a roman tile etc..], etc . [object-centric].
2) The infamous OTD ones beloved of Britain's Portable Antiquities Scheme, "on this day the emperor Squantius Maximus and his troops crossed the river at Rheims... here is a coin of Squantius Maximus". These embody a mixture of dumbdown as well as assumed superiority of the gatekeeper - exhibiting the artefact and (under the guise of benign educator) issuing some crumbs of ex cathedra wisdom for the forelock-tugging
hoi polloi who did not have a classical education "like wot I did". [object-centric].
3) Then the trophy hunter, discoverer of this, the "biggest", "oldest", "best-preserved", most valuable/richly-decorated [= desirable] ones of these ever found... ["
yeah, other museums have dodecahedrons, but OURS is the...."]. [object-centric].
4) continuing the "Discoverer" theme,
we've cleverly/luckily found ("stumbled across")
one of these [Roman villa, Hillfort, site with celtic metalwork/Slavic pottery etc]
where nobody has ever found anything like that before or would never believe could be found here.
5) The spooky past wuuuuu [good Halloween story link] - "vampire grave", "were they buried alive?", a "witch bottle", "traces of mysterious rites".
6) Celebrity value. King Henry VIII's second cousin's personal seal matrix found in a field ("
how did it get here? Perhaps [insert romantic speculation]") [often object-centric, and used to illustrate a history known from the written records].
7) An example of ... a thousand and one types of objects mentioned in the written records, and here, is an actual example of a [hawker's bell, Roman strigil, gaming dice, sherd with a gladiatorial scene, gem showing armour of the Homeric period, wadjet eye amulet etc etc...] [often object-centric, and used to illustrate a history known from the written records].
There are several more. The point is that NONE of them actually enlighten the reader on the nature of archaeology and its methodology(ies). The latter surely is the fundamental purpose of publoic education about archaeology - NOT simply lazily presenting it as merely digging up and making publicity/stories out of old things found. No matter how "positive".