The Effect of Widespread Social Divides Due to Polarizing Social Media Perspectives on Economic Growth

Abstract

Widespread access to social media technology and increasing political polarization has facilitated instruments that create social divide. The economic implication from increasing polarization is the focal point of the study. Analysis was made of producer and viewer biases, political consumption’s implication on behavior, and the economic reactions due to polarization. The review found that social divide is perpetuated by social media regardless of content’s intention due to the concept of political self-preservation. Political polarization in the most radical context can have a large and direct effect on businesses in the rapid short-term context. Company reaction, however, proves that political identity is more centrally identified as a marketing strategy. Overall revenue is the determining factor of political affiliation, companies will not relinquish potential profit and will oscillate political standing to appeal to the most promising circumstances. Findings show how businesses will have increased difficulty marketing to appease increasingly separated social factions without certain objections. Current findings are still limited by the sample of social media platforms and generalized with a few accepted trends in a limited industry scope. Political polarization due to social media and its connection to technology also opens a broader conversation of the potential lack of objectivity and productivity for all future technology and controversial topics when polarization is at the forefront in consumer reaction. Further research into elasticity of products and political polarization, increased reliance and objectivity in viewership, and solutions to identity preservations will provide greater context for future economic trends.