Likes vs. Loves (and Other Emoji Reactions): Facebook, Women, and the Gender Emoji Gap in US Election Campaigns

In 2017, Facebook’s news feed algorithm began weighting emoji reactions (e.g., love and angry) as five times more valuable than the like button. Such a change is theoretically intriguing because existing research largely suggests that women tend to use emojis more than men on social media. Within the context of political campaigns, prior work has revealed a host of other “gender gaps,” from documenting men’s and women’s differing tolerance for negative campaigns, to examining variations in online political participation and—more broadly—charting gendered imbalances in party demographic support. To date, however, no study has looked to investigate this potential gender emoji gap within the online political environment. This paper explores just such a gap, combining data across three US election cycles (2016–2020), over thirty million individual observations, and thousands of (federal and state) candidates. The data shows that women exhibited a greater preference for emoji reactions than men in response to posts from the 2016 presidential election candidates. Party, and candidate negativity, also appeared to moderate this effect. Likely due to this (moderated) gender gap, Democratic candidates continued to see a much higher proportion of emoji reactions to their posts, than Republicans in 2018, and 2020. In turn, the results offer clear evidence of a persistent emoji gender gap in US political campaigns on Facebook. Such findings strengthen our theoretical understanding of political communication and behavior online, and prompt important questions going forward for future research.