USA Today Network in 2016 started categorizing its content by topic and tone, and scoring it based on the emotions it’s believed to most evoke.
Source: Project Feels: How USA Today, ESPN and The New York Times are targeting ads to mood - Digiday
I think part of the reason why Russia’s influence on the 2016 Presidential election was so effective is the conditioning we have had through the emotional manipulation of advertising. Mindless sharing on social networks is the purest form of that emotional manipulation because we tend to trust our friends without question.