The Impact of Social Media on Political Polarization

Abstract

Purpose: The main objective of this study was to explore the impact of social media on political polarization. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings revealed that there exists a contextual and methodological gap relating to the impact of social media on political polarization. Preliminary empirical review revealed that social media significantly contributes to political polarization through mechanisms like filter bubbles and echo chambers. It emphasizes the need for media literacy programs and critical thinking to navigate these platforms effectively. The implications are substantial, impacting society and democracy. Future research should delve into individual characteristics and cross-cultural variations, while policymakers and social media companies should consider transparency and algorithmic adjustments. By addressing these challenges and promoting informed discourse, we can work towards a healthier democratic environment in the digital age. Unique Contribution to Theory, Practice and Policy: The Filter Bubble Theory, Spiral of Silence Theory and the Selective Exposure Theory may be used to anchor future studies on political polarization. The study offered four key recommendations. Firstly, there is a need to enhance digital media literacy programs to equip individuals with critical thinking skills to discern credible information on social media. Secondly, social media platforms should prioritize algorithmic transparency and accountability to avoid inadvertently exacerbating polarization. Thirdly, promoting civil and constructive online discourse, discouraging toxic behavior, and enforcing moderation policies can foster a more inclusive online environment. Lastly, supporting independent fact-checking and news verification initiatives can help combat the spread of misinformation and promote reliance on credible sources, thereby reducing the impact of misinformation on political polarization.