"Lemov picked up on that point and took it further. Even when people know something is fake, she explained, our brains still react as if it were real.
âYeah. I mean, I think even on a basic level, people, itâs known and studies have shown that we respond as if it were organic and real,â she said.
âEven when somebody likes a post of yours, the response is the same as, like, in-person interaction,â she added.
âWhat I got interested in, in social media and how I connect it with the episodes of brainwashingâit creates states of emotional contagion that arenât really about convincing people of a different way to think,â she explained.
She continued, âBut more about how you feel about what you think.â
That emotional shift, she said, mirrors the exact tactics used in cults.
âItâs not that it changed my thoughts,â she said. âItâs how I felt about those thoughts.â
Thatâs when Lemov dropped one of the darkest revelations in Big Tech historyâa secret Facebook experiment that quietly manipulated the emotions of nearly 700,000 users.
And the users had no idea it was happening.
âThereâs a famous Facebook experiment I read about that took place in 2012 and was published in 2014, where they announce that theyâve achieved, mass emotional contagion at scale,â Lemov told Rogan.
She explained how Facebook altered peopleâs newsfeeds without their knowledge or consent.