The polarizing content warning: how the media can reduce affective polarization

Abstract

Past research suggests that journalists can (unintentionally) exacerbate affective polarization when reporting on growing levels of polarization in society. However, is there a way for journalists to report on the realities of growing political polarization without dividing people further? In our research with five pre-registered experimental studies (N = 3,414), we develop the polarizing content warning which, based on inoculation theory, warns readers that scientific research suggests reading news content about political polarization may drive further affective polarization. Results indicate that the polarizing content warning can be used both with online news articles and on social media sites, and is able to indirectly reduce affective polarization of readers. Additionally, the polarizing content warning is beneficial both when presented alongside news content and beforehand, and reduces readers’ perceptions of societal polarization, in turn reducing affective polarization. This warning allows journalists to report on societal polarization without further dividing people.