Competing for a Finite Pool of Attention in Social Media? How a New Geopolitical Conflict Reshapes Engagement in Bluesky

RESUMO

Major geopolitical crises can rapidly reshape online public attention. Yet population-level increases in discussion volume about a new crisis reveal little about how users accommodate this new demand for attention. We study the onset of the Iran-US-Israel conflict, triggered on 28 February 2026, using longitudinal repost activity from Bluesky across four consecutive approximately three-month windows spanning the period before and after its onset; the data comprise 91.0 million unique posts and 645.5 million repost observations. We find that the new conflict reorganized participation through both reallocation among existing conflict participants and substantial activation of previously low-conflict-active users, while some previously active users reduced their conflict-related participation. Attention redistribution differed substantially across pre-existing interests: Iran-US-Israel and Israel-Palestine attention showed strong positive co-movement with little systematic relative replacement, whereas Other Political and Non-Political content more consistently lost attention share, and Russia-Ukraine exhibited weaker, heterogeneous replacement. Finally, disruption of users' broader attention allocation was substantially more prevalent among users with established attention to geopolitical conflicts than in the overall or Non-Political populations. Together, these findings show that a newly emerging conflict reorganizes online attention through turnover in who participates, selective co-attendance or replacement across topics, and disruption of broader attention patterns concentrated among users already engaged with geopolitical conflicts.