The ‘Half‑Human, Half‑Troll’ Experiment, or How Social Networks Parasite on the Human Psyche

Abstract

This study examines the impact of trolling communication practices on the perception of cultural and informational content in social media through the author's experimental project Half-Human–Half-Troll. The research compares user engagement with three intellectually oriented posts and one hybrid post incorporating elements of trolling provocation. The findings demonstrate that provocative content generates significantly higher levels of engagement, emotional reactions, and algorithmic reach than posts based on high-quality informational content. The analysis further reveals that even users who express a preference for intellectually stimulating content tend to react more actively to provocation and conflict. The study concludes that trolling functions as an effective mechanism for manipulating public attention by exploiting psychological patterns of emotional responsiveness and the engagement-driven logic of social media algorithms. Finally, the research argues that scandal has evolved from a catalyst for public debate into a technology for capturing attention, highlighting the need to strengthen critical thinking and media literacy in the contemporary digital environment.