Reaktionsmot

Reaktionsmot is a term used primarily in Swedish-language discussions of communication and social interaction to denote the motive to influence or elicit specific reactions from an audience. Etymologically formed from reaktion (reaction) and motiv (motive), the concept describes the strategic aim to orient others' emotional or cognitive responses through how information is framed, presented, or timed.

Applications are found in media studies, political communication, marketing, and interpersonal discourse. A speaker or writer may deploy a reaktionsmot to provoke curiosity, sympathy, anger, or agreement, thereby increasing engagement, memorability, or persuasive impact. It is often discussed in relation to sensationalism, clickbait, provocative rhetoric, and audience design, where creators tailor content to maximize the probability of a detectable reaction.

Researchers study reaktionsmot by analyzing texts and broadcasts for framing strategies, emotional cues, and calls to action; experimental work may manipulate content to observe changes in reaction measures such as perceived arousal, attitude shift, or sharing intent.

Critics warn that heavy reliance on reaktionsmot can border on manipulation, reduce complex issues to sensational cues, and depend on cultural norms about acceptable provocation. The concept is not universally standardized and is used primarily as an analytical lens in Swedish-language discourse rather than a formal theory.

See also: motivation, emotion, persuasion, communication strategy, clickbait.