Many top Republicans, including Donald Trump and Senators Tim Scott (South Carolina), Marco Rubio (Florida), and Ted Cruz (Texas), refuse to accept the 2020 election results. Many other Republicans falsely assert the 2020 election was rigged and have stated that they stood ready to fight if Trump was not declared the 2024 winner.
In a new Journal of Marketing study, we explain what underlies these Republicans’ thought processes and behaviors and how the majority of news media and social media contribute to this problem.
The Lethal Combination: Polarization and Misinformation
Our team finds that political polarization triggers Republicans, but not Democrats, to spread misinformation that is objectively false. Although Republicans may understand the content is very likely false, they are willing to spread it. We also discover the reason why Republicans respond to political polarization by conveying misinformation, while Democrats do not: Republicans strongly value their party winning over the competition. Democrats do not value winning nearly as strongly; they place more value on equity and inclusion, seeing the world in a fundamentally different way than Republicans.
In other words, whenever there is political polarization—that is, fierce competition between political parties—Republicans feel their backs are against the wall and come out swinging. They are willing to convey misinformation that is likely untrue, but not definitively false, to help their fellow Republicans win and Democrats lose. Democrats are less triggered by political polarization—they do not value their party winning over other values, so they do not respond this way.
We conducted six studies that demonstrate this. Our first study examines fact-checked statements in the news media and on social media by public figures over 10 years (2007–2016). Our second study extends this analysis to 16 years (2007–2022). We find that when there was political polarization in the news cycle, Republicans conveyed significantly more misinformation than Democrats.
We verify our findings in three online studies where we surveyed U.S. adults who identified as either Republican or Democrat. We put these individuals in politically polarized situations—for instance, we showed them Senate Republican and Democratic leaders arguing. We then showed them misinformation from current social media. For example, Republicans saw news such as “Democratic Senators are secretly pro-Russia” and “Democratic Senators are purposely manipulating gas prices,” while Democrats saw news such as “Republican Senators are secretly pro-Russia” and “Republican Senators are purposely manipulating gas prices.” In politically polarized situations, Republicans were significantly more willing to convey misinformation than Democrats to gain an advantage over the opposing party.
Our last study examines the speeches of U.S. presidents over 94 years (1929–2023), spanning the 31st president Herbert Hoover to the 46th president Joseph Biden. We find that in political polarized situations, such as during election periods, Republican presidents talked more about “we” and “us” than Democratic presidents, indicating they were more focused on their own party and partisanship.
To summarize, Republicans react to political polarization by putting out partisan misinformation. This can have a deleterious effect on the state of democratic institutions and processes. For instance, in the year following the 2020 U.S. presidential election and accompanying misinformation about election fraud, 400 restrictive voting bills were introduced in 47 U.S. state legislatures. Additionally, 14 states passed restrictive voting bills that, for instance, shortened the mail-in voting period, eliminated election day registration, and/or reduced ballot drop box access. These changes have decreased voter turnout and engagement, particularly among minority voters.
Lessons for Marketers, Media Organizations, and Policy Makers
What should be done to reduce the harmful effects of misinformation? We offer some ideas that could have a positive effect:
- Dampen political polarization in news media and social media. We find numerous instances when the same news story had a polarizing or less polarizing headline depending on the news outlet; for example, the Wall Street Journal said “tense vote” while the Guardian said “bipartisan vote.” However, marketplace incentives may be insurmountable because polarization increases audience size, engagement, and political donations.
- Invest more money in fact checking, which is now a task performed by volunteer organizations on shoestring budgets. We recommend that fact-checkers strategically allocate more resources when situations are politically polarized (e.g., during elections). They could also integrate fact checks with the U.S. Federal Reserve Bank’s polarization index to better understand and predict when misinformation is likely to spike.
- There are 18 U.S. states that mandate media literacy education to teach students how to detect misinformation in the media. We recommend that the remaining U.S. states follow their lead.
Overall, we should strive to create a new generation of citizenry that will not be swayed by objectively false political misinformation to protect trust, truth, and democracy.
Read the Full Study for Complete Details
Source: Xiajing Zhu and Cornelia Pechmann, “Political Polarization Triggers Republicans’ Misinformation Spread to Attain Ingroup Dominance,” Journal of Marketing.
Go to the Journal of Marketing
Xiajing Zhu is a doctoral candidate in marketing, University of California-Irvine, USA.
Cornelia (Connie) Pechmann is Professor of Marketing, University of California-Irvine, USA.