The Persuasive and Polarizing Effects of Political Incivility

• In Event: Polarization: Causes, Consequences and Remedies

Abstract

The consequences of political incivility – that is, engaging with political opponents with disrespect, vulgarity, and/or contempt – are increasingly investigated. Yet, little is known about whether ‘going uncivil’ makes political messages more effective in changing people’s mind, and for whom this is most likely to be the case. This article tests the effect of uncivil messages on opinion change and investigates the moderating role of individual differences of those exposed to them. We argue that incivility can have either a persuasive or a polarizing effect, depending on the individual preference for more or less aggressive forms of politics: Uncivil political message should be particularly persuasive for those citizens who showcase a preference for political aggressiveness (i.e., high tolerance for negativity, high in populist attitudes and the dark personality traits). Inversely, respondents who dislike political aggressiveness (i.e., low tolerance for negativity, low in populist attitudes and dark personality traits) should reject uncivil persuasion attempts, and even double down on their initial opinions. We test these pre-registered expectations via original experimental data collected from a representative sample of Swiss citizens. Participants are asked their opinion about a salient political issue (climate change), then randomly presented with pro- or counter-attitudinal information framed either as a civil or an uncivil political message from a fictive candidate, before being asked again their opinion about the issue at stake. A within-subject design will allow to test whether uncivil political messages, either supporting or opposing the respondent’s opinion, are able to persuade or polarize them and to what extent these effects are moderated by preferences for political aggressiveness.

Authors

• Chiara Vargiu, Univertiy of Lausanne, Institute of Political Studies

• Chiara Valli, University of Bern

• Alessandro Nai, University of Amsterdam