Partisan Memes as a Catalyst for Homophilous Networks

ABSTRACT Although diverse political networks are seen as democratically valuable, online social networks enable the construction and maintenance of networks that are less diverse. In this study, we explore the cultivation of like-minded networks through blocking those sharing counter-attitudinal partisan memes and engaging with pro-attitudinal partisan memes. We then test the efficacy of an intervention to reduce the spread of homophily-inducing partisan memes. We present four experiments. Study 1 establishes that people react differently to partisan memes than to partisan news. Studies 1–4 confirm that people react differently to pro- and counter-attitudinal memes. Studies 3 and 4 provide limited evidence that reminding people of the diversity of their online networks can reduce digital behaviors that produce more homophilous networks. The results provide initial evidence that partisan memes may give rise to a spiral of homophily.