First Advisor
David Horowitz
Date of Award
6-2025
Document Type
Thesis
Degree Name
Bachelor of Science (B.S.) in History and University Honors
Department
History
Language
English
Subjects
political polarization, social media, culture, economics, technology
DOI
10.15760/honors.1725
Abstract
The emergence of social media as a mainstream communication technology during the early twenty first century has had an outsized impact on the United States' political system. By analyzing trends in American culture and economics beginning in the decades following the end of World War Two, the circumstances that shaped social media during its development can be tied to long term historical changes. Shifts away from traditional models of community and towards rising individualism reshaped communication with both political allies and opponents. Generational shifts in political attitudes have heightened these divisions as well, as younger and liberal perspectives challenge traditional, conservative norms. Economic priorities have also shifted during this time period, incentivizing short term gain over longer term sustainability. As economic precarity and inequality increase, individuals increasingly look to narratives that support their worldview. The structure of corporate social media services looks to increase revenue rather than promote factual content. While these individuals have been aligning themselves at an increasing rate since 1945, contemporary political polarization has been accelerating since the introduction and mass adoption of social media in the first decades of the twenty first century. The shift from earlier political segregation along geographic divisions to modern polarization in digital communication has reshaped political communication by connecting previously isolated information environments. Social media's impact on contemporary political events can be analyzed by examining how polarized perspectives on the outcome of the 2020 presidential election led to the unprecedented January 6 Capitol Riot.
Rights
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Persistent Identifier
https://archives.pdx.edu/ds/psu/43832
Recommended Citation
Lally, Max, "American Consumer Culture and Social Media Polarization: Analyzing Twentieth Century Trends and Their Effects on Twenty First Century Politics" (2025). University Honors Theses. Paper 1692.
https://doi.org/10.15760/honors.1725