Gender Differences in Emotional Valence and Social Media Content Engagement Behaviors in Pandemic Diaries: An Analysis Based on Microblog Texts

The effects of the COVID-19 pandemic are individualized, which means that our emotions and behaviors would experience changes of different degrees. These changes have led to subtle connections within the social media context. This study concentrates on pandemic diaries posted on microblog sites during the lockdown period in China and explores the association between gender, emotional valence in diaries, and social media content engagement behaviors. Through computational methods, this study found that males and females tended to present significantly different emotional valence and social media content engagement behaviors. A negative correlation existed between emotional valence and comment behavior in female diary texts. Moreover, the pandemic proximity had a moderating effect on emotional valence and social media content engagement behaviors. This article attempts to explain the emotional and behavioral characteristics related to social media diaries and express concerns for the emotional health of disadvantaged blog users in the severely affected area during the pandemic.