A group of around fifteen armed officers from the NYPD escorted Luigi Mangione, accused of killing the CEO of United Healthcare Brian Thompson on December 19, into the federal courthouse in New York. Following behind them was the city’s mayor, Eric Adams. For many, the scene felt almost paradoxical. A photo of the moment quickly spread on X, with some suggesting it made Mangione look like a villain from Batman, while others joked that he’d had time to groom his eyebrows before the hearing. Mangione faces four federal charges, including two for stalking, one for firearm possession, and one for first-degree murder with a terrorism enhancement, which could lead to the death penalty. These federal charges are added to the state charges already filed in New York.
“I want to send a very clear and strong message,” said New York’s mayor to reporters outside the courthouse. “This act of terrorism and the violence it caused will not be tolerated in this city.” Depending on the perspective, America has a new enemy—or a new hero. On social media, the latter seems to be the prevailing sentiment.
Once the manhunt ended at a McDonald’s in Pennsylvania, the internet exploded, hunting for every detail of Mangione’s life. His musical preferences, accounts from friends who painted him as an altruistic young man, and more, became the talk of the town. His X profile went from 23,000 followers to around 375,000, and it has now stabilized at 474,000. In just a few days, fans and users began posting content reconstructing the murder, Mangione’s life, and the ongoing trial. “Deny, defend, depose” became not only a brand but a symbol of Americans’ anger at the healthcare system.
The data analysis
Thanks to IDMO‘s work, around 2,796 tweets about Luigi Mangione were analyzed, revealing a heated online debate. Some viewed him as guilty, while others believed in his innocence. Many tweets linked Luigi Mangione to Charlie XCX, with tones ranging from enthusiastic to sarcastic. Mangione is described as a “brat” — a rebellious, viral nonconformist akin to the singer.
The cluster analysis conducted by IDMO and Zeta Italy News highlights six main macro-topics, organized by the volume of content and average engagement. One cluster revolves around the controversial figure of Luigi Mangione and the murder of CEO Brian Thompson, sparking polarized opinions and strong engagement. The second cluster focuses on celebrities and pop culture, delving into gossip and scandals spanning music and politics. Another cluster critiques the American healthcare and political systems, drawing the attention of audiences interested in socio-political issues. Finally, the fourth one is characterized by conspiracy theories and sensational speculations, fueling debates. The fifth captures the public’s emotional reactions, ranging from empathy and outrage to sarcasm. Lastly, the sixth uses humor and irony to address complex topics, generating high engagement.
The themes of the social debate
In the analyzed dataset, topics related to Luigi Mangione dominate, driving high engagement due to the sensational nature of the allegations and curiosity surrounding controversial events. Other themes, such as pop culture, political criticism, and conspiracy theories, add diversity to the content, appealing to different audience segments.
Content related to Luigi Mangione shows a high level of engagement, measured by the average likes, shares, and views, particularly among users expressing frustration with institutions. “Additionally, as observed in other trends, tweets promoting conspiracy theories often generate significant engagement, sparking discussions and debates, even when lacking factual basis,” explains Federica Urzo, journalist and IDMO analyst. Content that evokes strong emotions, whether positive or negative, tends to drive higher interaction and polarize discussions. The use of memes, humor, and irony proves especially effective in sustaining user engagement and facilitating the viral spread of content.
Luigi Mangione has drawn significant media and social attention, which, while polarizing public opinion, often focuses on his alleged motivations and personality rather than the crime itself. The study “The Dangerous Racialization of Crime in U.S. News Media” by the Center for American Progress highlights a troubling trend: white offenders are portrayed with greater empathy, delving into their motivations and personal struggles, whereas Black or Latino offenders are often reduced to racial stereotypes.
The Halo Effect
Luigi Mangione’s appeal is a social media manifestation of a widely studied psychological phenomenon: the halo effect. This cognitive bias leads people to judge an entire person based on a few positive traits, while negative ones are downplayed. First identified by Edward Thorndike in 1920, this effect has been shown to distort public opinion, even toward criminals. Ted Bundy, for example, was idealized for his good looks and charisma, with his charming image contrasting sharply with the brutality of his crimes in the 1970s. During his trial, many witnesses described him as intelligent, polite, and kind.
Luigi Mangione fascinates because he seems far from a brutal murderer. Coming from one of the wealthiest families in Maryland, holding a master’s degree in engineering from the prestigious University of Pennsylvania, listening to Charlie XCX and Taylor Swift, and leaving book reviews on Goodreads, Mangione fits the profile of someone the public would admire. When you add his good looks, normal hobbies, and the murder itself, it creates the recipe for a popular hero. Where institutions fail or appear absent, violence becomes justified—if not celebrated. On one side, a young man kills an individual. On the other, a CEO of a healthcare company with the highest reimbursement rate (32%), who, according to public opinion, may have killed far more people.
