THE FACEBOOK PARADOX: INCIVILITY IN POLITICAL CAMPAIGN ADS AND ITS DUAL IMPACT ON AFFECTIVE POLARIZATION

Abstract

The rise of political incivility and affective polarization has been a growing concern in recent years. This study examines the effects of incivility in campaign videos on social media on political participation and affective polarization. We find that exposure to uncivil campaign videos can lead to decreased political participation and increased affective polarization, especially among partisans. These effects are stronger for individuals who are more exposed to social media and who have stronger partisan identities.