Unveiling the drivers of active participation in social media discourse

The emergence of new public forums in the form of online social media has introduced unprecedented challenges to public discourse, including polarization, misinformation, and the rise of echo chambers. Existing research has extensively examined these topics by focusing on the active actions performed by users, without accounting for the share of individuals who consume content without actively interacting with it. In contrast, this study incorporates passive consumption data to investigate the prevalence of active participation in online discourse. We introduce a metric to quantify the share of active engagement and analyze over 17 million pieces of content linked to a polarized Twitter debate to understand its relationship with several features of online environments, such as echo chambers, coordinated behavior, political bias, and source reliability. Our findings reveal a significant proportion of users who consume content without active interactions, underscoring the importance of considering also passive consumption proxies in the analysis of online debates. Furthermore, we found that increased active participation is primarily correlated with the presence of multimedia content and unreliable news sources, rather than with the ideological stance of the content producer, suggesting that active engagement is independent of echo chambers. Our work highlights the significance of passive consumption proxies for quantifying active engagement, which influences platform feed algorithms and, consequently, the development of online discussions. Moreover, it highlights the factors that may encourage active participation, which can be utilized to design more effective communication campaigns.