Social media are at the forefront of modern political campaigning. They allow politicians to communicate directly with constituents and constituents to endorse politicians' messages and share them with their networks. Analyzing every tweet of all US senators holding office from 2013 to 2021 (861,104 tweets from 140 senators), we identify a psycholinguistic factor, greed communication, that robustly predicts increased approval (favorites) and reach (retweets). These effects persist when tested against diverse established psycholinguistic predictors of political content dissemination on social media and various other psycholinguistic variables. We further find that greed communication in the tweets of Democratic senators is associated with greater approval and retweeting compared to greed communication in the tweets of Republican senators, especially when those tweets also mention political outgroups.
Keywords: Twitter; greed; political psychology; psycholinguistics; social media.