Group polarization is a social psychology concept that describes how people’s views can become more extreme after discussing them with like-minded others. In other words, that old question “If everyone jumped off a cliff, would you?” is not as simple as it sounds. 

What Is Group Polarization?  

Group polarization occurs when a group of like-minded people reinforce each other’s opinions, positive or negative, and these opinions become more extreme as they’re discussed. If you’ve ever walked out of a movie that let you down only to hate it after chatting with friends, you’ve experienced group polarization firsthand.  

Group polarization is thought to have two causes: 

  • Homophily is the tendency for people to associate with like-minded individuals, which positively reinforces certain beliefs. 
  • Discursive arguments, on the other hand, are used to reason with group members and promote an agenda. For instance, a team leader might emphasize how adopting a new workflow will improve efficiency and benefit everyone, framing the change as a collective gain. 

Group members can be influenced by one or both psychological processes. Regardless, their opinions and those of their peers will tend to become more extreme.  

Why Does Group Polarization Happen? 

Group polarization happens because people rely on social cues, mental shortcuts, and group reinforcement when forming opinions. Let’s break it down a little more simply. 

Every day we face decisions ranging from the mundane to the critical: what to wear, which mechanic to trust, where to buy a house, etc. If we slowed down to consider every possibility, we’d never make it through the day, so our minds use heuristics (mental shortcuts) to make snap judgments. 

For example, Amazon shoppers who search by popularity are using a heuristic to arrive at a decision. The natural tendency to create mental shortcuts based on the behaviors of others is part of what makes people susceptible to group polarization.  

Something else to consider is that humans evolved to be social creatures. Ancient humans were relatively defenseless and learned to survive by banding together to fend off predators. Adaptive behaviors like conformity were essential for gaining acceptance and surviving, whereas causing trouble brought banishment and, most likely, death. Natural selection favored conformity, and over time, these social behaviors were passed through generations. 

Though far removed from ancient hunter-gatherer societies, modern humans are still predisposed to follow along with the majority for fear of exclusion.  

Why Is Group Polarization Important? 

Group polarization is important because it can shape group decisions in ways that push beliefs and actions to greater extremes. 

Communities make decisions collectively. Local businesses, religious institutions, and entire governments are run by groups, all of whom are susceptible to group polarization. Swayed by the majority, individuals may say and do things they never normally would, sometimes with disastrous results. 

Consider a jury deciding someone’s fate based not on logic or facts but rhetoric. Group polarization may have helped our ancestors survive, but it’s beginning to unravel our modern way of living.  

How Group Polarization Affects Politics and Social Media 

Social psychologists have taken a renewed interest in group polarization in response to growing political discord and extremism throughout the world. In the U.S., liberals and conservatives shun opposing viewpoints, seek fellow party members, and have their beliefs amplified in echo chambers. Tensions between the two political parties have reached a fever pitch, and group polarization may be part of the problem.  

Social media has only added fuel to the fire. Seemingly by design, platforms like Facebook and Twitter are hotbeds of misinformation where political extremists can enter an anonymous forum and have their opinions celebrated, no matter how corrosive. 

To get to the bottom of this, researchers conducted a systemic review of 121 research papers investigating polarization in social media and found evidence that: 

  • Online debate is highly fragmented and polarized. 
  • Social media communication is prone to manipulation. 
  • Group polarization facilitates the spread of misinformation.  

Surprisingly, researchers found that while social media does create echo chambers, the diverse information on these platforms can also offer users an escape. According to researchers, group polarization is the result of: 

  • How we consume and share contentHow leaders communicate on social media 
  • Social media platforms driven by traffic and addiction 
  • Spontaneous group dynamics 
  • Weak regulation and a lack of ethical design  

Researchers concluded that while social media does contribute to increased polarization, it can’t take all the blame. We’re simply wired to follow along with people who think and feel as we do. 

Is Group Polarization Good or Bad? 

Group polarization is neither good nor evil but a way to explain human behavior. For all the political discourse it’s caused, group polarization exists for a reason and can help groups achieve cohesion, coordinate an agenda, and overcome impossible odds. The civil rights movement of the 1950s and 1960s and the recent #MeToo movement are proof that public outrage can be a force for good. 

Back to our initial question: “If everyone jumped off a cliff, would you?” Group polarization is a powerful phenomenon, no doubt, but you’re in control of your life. Social media and other tactics used to leverage the power of group polarization can be mitigated. Stepping out of an echo chamber or leaving a group whose beliefs you no longer agree with is always your choice.  

Explore Psychology and Its Influence on Everyday Life 

Group polarization is one of the countless explanations for why we behave the way we do, and every day, psychology reveals more and more of the invisible mental world that influences our lives. If you’re looking to learn more about yourself and, in doing so, learn how to help others, consider pursuing an online Bachelor of Arts in Psychology at The University of Texas Permian Basin.  

Our online BA in psychology program provides a comprehensive view of this exciting field. If you liked reading about group polarization, you might enjoy our course in Social Psychology. 

We also offer courses on Abnormal Psychology, Experimental Psychology, and Positive Psychology, among others. As a graduate, you’ll gain in-depth knowledge of human motivation, communication, and perception. 

Ready to explore psychology? Apply to our online BA in psychology program and learn about the mental and physical processes at work behind the scenes.  

References: 
https://www.psychologytoday.com/us/blog/after-service/201705/the-science-behind-why-people-follow-the-crowd
https://www.sciencedirect.com/science/article/abs/pii/S0040162521003565

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