Welcome to the Nexus of Ethics, Psychology, Morality, Philosophy and Health Care

Welcome to the nexus of ethics, psychology, morality, technology, health care, and philosophy
Showing posts with label Polarization. Show all posts
Showing posts with label Polarization. Show all posts

Wednesday, March 11, 2020

The Polarization of Reality

A. Alesina, A. Miano, and S. Stantcheva
American Economic Review Papers and Proceedings

Evidence is growing that Americans are polarized not only in their views on policy issues and attitudes towards government and society, but also in their perceptions of the same, factual reality.

In this paper we conceptualize how to think about the polarization of reality and review recent papers that show that Republican and Democrats as well as Trump and non-Trump voters since 2016) view the same reality through a different lens. Perhaps as a result, they hold different views about policies and what should be done to address different economic and social issues.

The direction of causality is unclear: On the one hand, individuals could select into political affiliation based on their perceptions of reality. On the other hand, political affiliation affects the information one receives, the groups one interacts with, and the media one is exposed to, which in turn can shape perceptions of reality.

Regardless of the direction of causality though, this is not about having different attitudes about economic or social phenomena or policies that could justifiably be viewed differently from different angles.

What is striking is rather to have different perceptions of realities that can be factually checked.

We highlight evidence about differences in perceptions across the political spectrum on social mobility, inequality, immigration, and public policies.


We also show that providing information leads to different reassessments of reality and different responses along the policy support margin, depending on one’s political leanings.

The paper can be downloaded here.

Sunday, January 12, 2020

Bias in algorithmic filtering and personalization

Engin Bozdag
Ethics Inf Technol (2013) 15: 209.

Abstract

Online information intermediaries such as Facebook and Google are slowly replacing traditional media channels thereby partly becoming the gatekeepers of our society. To deal with the growing amount of information on the social web and the burden it brings on the average user, these gatekeepers recently started to introduce personalization features, algorithms that filter information per individual. In this paper we show that these online services that filter information are not merely algorithms. Humans not only affect the design of the algorithms, but they also can manually influence the filtering process even when the algorithm is operational. We further analyze filtering processes in detail, show how personalization connects to other filtering techniques, and show that both human and technical biases are present in today’s emergent gatekeepers. We use the existing literature on gatekeeping and search engine bias and provide a model of algorithmic gatekeeping.

From the Discussion:

Today information seeking services can use interpersonal contacts of users in order to tailor information and to increase relevancy. This not only introduces bias as our model shows, but it also has serious implications for other human values, including user autonomy, transparency, objectivity, serendipity, privacy and trust. These values introduce ethical questions. Do private companies that are
offering information services have a social responsibility, and should they be regulated? Should they aim to promote values that the traditional media was adhering to, such as transparency, accountability and answerability? How can a value such as transparency be promoted in an algorithm?  How should we balance between autonomy and serendipity and between explicit and implicit personalization? How should we define serendipity? Should relevancy be defined as what is popular in a given location or by what our primary groups find interesting? Can algorithms truly replace human filterers?

The info can be downloaded here.

Sunday, October 6, 2019

Thinking Fast and Furious: Emotional Intensity and Opinion Polarization in Online Media

David Asker & Elias Dinas
Public Opinion Quarterly
Published: 09 September 2019
https://doi.org/10.1093/poq/nfz042

Abstract

How do online media increase opinion polarization? The “echo chamber” thesis points to the role of selective exposure to homogeneous views and information. Critics of this view emphasize the potential of online media to expand the ideological spectrum that news consumers encounter. Embedded in this discussion is the assumption that online media affects public opinion via the range of information that it offers to users. We show that online media can induce opinion polarization even among users exposed to ideologically heterogeneous views, by heightening the emotional intensity of the content. Higher affective intensity provokes motivated reasoning, which in turn leads to opinion polarization. The results of an online experiment focusing on the comments section, a user-driven tool of communication whose effects on opinion formation remain poorly understood, show that participants randomly assigned to read an online news article with a user comments section subsequently express more extreme views on the topic of the article than a control group reading the same article without any comments. Consistent with expectations, this effect is driven by the emotional intensity of the comments, lending support to the idea that motivated reasoning is the mechanism behind this effect.

From the Discussion:

These results should not be taken as a challenge to the echo chamber argument, but rather as a complement to it. Selective exposure to desirable information and motivated rejection of undesirable information constitute separate mechanisms whereby online news audiences may develop more extreme views. Whereas there is already ample empirical evidence about the first mechanism, previous research on the second has been scant. Our contribution should thus be seen as an attempt to fill this gap.

Monday, September 2, 2019

The next election is more about morality than policies. We must heal together.

The next election is more about morality than policies. We must heal together. | OpinionHuma Munir
The Sun Sentinel
Originally published August 9, 2019

Here is an excerpt:

As a Muslim-American, I deeply empathize with those who feel like outsiders. But I take comfort in the following words of the Holy Prophet Muhammad who said: “O people, your Lord is one, you are the progeny of the same father...”

There are people in this country who discriminate against those who have a different skin color or those who speak a different language. In fact, some of my Muslim friends have been told to take off their headcovering because “this is America.” This is hard to bear.

As a citizen of this country, it is hard to see fellow citizens act in such a barbaric manner. But the Holy Quran says our different skin colors and our different tongues are meant for “easy recognition” and nothing else (30:23).

The way to peace, unity and coexistence is realizing that our differences cannot erase our humanity. We must have compassion in our hearts for all people.

I would also encourage our political leaders to reject racism vehemently. President Trump needs to embrace pluralism rather than make people feel alienated in their own country. Our leaders should represent their citizens equally and without any discrimination.

The info is here.


Friday, August 23, 2019

Moral Grandstanding

Justin Tosi and Brandon Warmke
Philosophy & Public Affairs
First published: 27 December 2016
https://doi.org/10.1111/papa.12075

Here is an excerpt:

We suspect that most people would agree that grandstanding is annoying. We think that it is also morally problematic. In our view, the vast majority of moral grandstanding is bad, and, in general, one should not grandstand. We will adduce some reasons for this view shortly, but we should make a few preliminary points.

First, we will not argue that grandstanding should never be done. We are open to the possibility that there are circumstances in which either an instance of grandstanding possesses no bad‐making features or, even if an instance does have bad‐making features, the option of not grandstanding will be even worse.

Second, we will not claim that people who grandstand are bad people in virtue of engaging in grandstanding. We all have flaws that are on occasion revealed in the public square. Engaging in grandstanding is not obviously worse than many other flaws, and a propensity to grandstand is not indefeasible evidence that someone lacks good character.

Third, although we do believe that grandstanding is typically bad and should not be done, we are not prescribing any particular social enforcement mechanisms to deal with it. Presently, our concerns are the nature of grandstanding and its moral status. It does not follow, at least in any straightforward way, that people should intervene in public moral discourse to discourage others from grandstanding, or to blame them for grandstanding.

The info is here.

Wednesday, July 31, 2019

The “Fake News” Effect: An Experiment on Motivated Reasoning and Trust in News

Michael Thaler
Harvard University
Originally published May 28, 2019

Abstract

When people receive information about controversial issues such as immigration policies, upward mobility, and racial discrimination, the information often evokes both what they currently believe and what they are motivated to believe. This paper theoretically and experimentally explores the importance in inference of this latter channel: motivated reasoning. In the theory of motivated reasoning this paper develops, people misupdate from information by treating their motivated beliefs as an extra signal. To test the theory, I create a new experimental design in which people make inferences about the veracity of news sources. This design is unique in that it identifies motivated reasoning from Bayesian updating and confirmation bias, and doesn’t require elicitation of people’s entire belief distribution. It is also very portable: In a large online experiment, I find the first identifying evidence for politically-driven motivated reasoning on eight different economic and social issues. Motivated reasoning leads people to become more polarized, less accurate, and more overconfident in their beliefs about these issues.

From the Conclusion:

One interpretation of this paper is unambiguously bleak: People of all demographics similarly motivatedly reason, do so on essentially every topic they are asked about, and make particularly biased inferences on issues they find important. However, there is an alternative interpretation: This experiment takes a step towards better understanding motivated reasoning, and makes it easier for future work to attenuate the bias. Using this experimental design, we can identify and estimate the magnitude of the bias; future projects that use interventions to attempt to mitigate motivated reasoning can use this estimated magnitude as an outcome variable. Since the bias does decrease utility in at least some settings, people may have demand for such interventions.

The research is here.

Thursday, July 4, 2019

Exposure to opposing views on social media can increase political polarization

Christopher Bail, Lisa Argyle, and others
PNAS September 11, 2018 115 (37) 9216-9221; first published August 28, 2018 https://doi.org/10.1073/pnas.1804840115

Abstract

There is mounting concern that social media sites contribute to political polarization by creating “echo chambers” that insulate people from opposing views about current events. We surveyed a large sample of Democrats and Republicans who visit Twitter at least three times each week about a range of social policy issues. One week later, we randomly assigned respondents to a treatment condition in which they were offered financial incentives to follow a Twitter bot for 1 month that exposed them to messages from those with opposing political ideologies (e.g., elected officials, opinion leaders, media organizations, and nonprofit groups). Respondents were resurveyed at the end of the month to measure the effect of this treatment, and at regular intervals throughout the study period to monitor treatment compliance. We find that Republicans who followed a liberal Twitter bot became substantially more conservative posttreatment. Democrats exhibited slight increases in liberal attitudes after following a conservative Twitter bot, although these effects are not statistically significant. Notwithstanding important limitations of our study, these findings have significant implications for the interdisciplinary literature on political polarization and the emerging field of computational social science.

The research is here.

Happy Fourth of July!!!

Wednesday, June 19, 2019

We Need a Word for Destructive Group Outrage

Cass Sunstein
www.Bloomberg.com
Originally posted May 23, 2019

Here are two excerpts:

In the most extreme and horrible situations, lapidation is based on a lie, a mistake or a misunderstanding. People are lapidated even though they did nothing wrong.

In less extreme cases, the transgression is real, and lapidators have a legitimate concern. Their cause is just. They are right to complain and to emphasize that people have been hurt or wronged.

Even so, they might lose a sense of proportion. Groups of people often react excessively to a mistake, an error in judgment, or an admittedly objectionable statement or action. Even if you have sympathy for Harvard’s decision with respect to Sullivan, or Cambridge’s decision with respect to Carl, it is hard to defend the sheer level of rage and vitriol directed at both men.

Lapidation entrepreneurs often have their own agendas. Intentionally or not, they may unleash something horrific – something like the Two Minutes Hate, memorably depicted in George Orwell’s “1984.”

(cut)

What makes lapidation possible? A lot of the answer is provided by the process of “group polarization,” which means that when like-minded people speak with one another, they tend to go to extremes.

Suppose that people begin with the thought that Ronald Sullivan probably should not have agreed to represent Harvey Weinstein, or that Al Franken did something pretty bad. If so, their discussions will probably make them more unified and more confident about those beliefs, and ultimately more extreme.

A key reason involves the dynamics of outrage. Whenever some transgression has occurred, people want to appear at least as appalled as others in their social group. That can transform mere disapproval into lapidation.

The info is here.

Thursday, May 9, 2019

The 'debate of the century': what happened when Jordan Peterson debated Slavoj Žižek

Stephen Marche
The Guardian
Originally published April 20, 2019

Here is an excerpt:

The great surprise of this debate turned out to be how much in common the old-school Marxist and the Canadian identity politics refusenik had.

One hated communism. The other hated communism but thought that capitalism possessed inherent contradictions. The first one agreed that capitalism possessed inherent contradictions. And that was basically it. They both wanted the same thing: capitalism with regulation, which is what every sane person wants. The Peterson-Žižek encounter was the ultra-rare case of a debate in 2019 that was perhaps too civil.

They needed enemies, needed combat, because in their solitudes, they had so little to offer. Peterson is neither a racist nor a misogynist. He is a conservative. He seemed, in person, quite gentle. But when you’ve said that, you’ve said everything. Somehow hectoring mobs have managed to turn him into an icon of all they are not. Remove him from his enemies and he is a very poor example of a very old thing – the type of writer whom, from Samuel Smiles’ Self-Help to Eckhart Tolle’s The Power of Now, have promised simple answers to complex problems. Rules for Life, as if there were such things.

The info is here.

Saturday, May 4, 2019

Moral Grandstanding in Public Discourse

Joshua Grubbs, Brandon Warmke, Justin Tosi, & Alicia James
PsyArXiv Preprints
Originally posted April 5, 2019

Abstract

Public discourse is often caustic and conflict-filled. This trend seems to be particularly evident when the content of such discourse is around moral issues (broadly defined) and when the discourse occurs on social media. Several explanatory mechanisms for such conflict have been explored in recent psychological and social-science literatures. The present work sought to examine a potentially novel explanatory mechanism defined in philosophical literature: Moral Grandstanding. According to philosophical accounts, Moral Grandstanding is the use of moral talk to seek social status. For the present work, we conducted five studies, using two undergraduate samples (Study 1, N = 361; Study 2, N = 356); an sample matched to U.S. norms for age, gender, race, income, Census region (Study 3, N = 1,063); a YouGov sample matched to U.S. demographic norms (Study 4, N = 2,000); and a brief, one-month longitudinal study of Mechanical Turk workers in the U.S. (Study 5 , Baseline N = 499, follow-up n = 296). Across studies, we found initial support for the validity of Moral Grandstanding as a construct. Specifically, moral grandstanding was associated with status-seeking personality traits, as well as greater political and moral conflict in daily life.

Here is part of the Conclusion:

Public discourse regarding morally charged topics is prone to conflict and polarization, particularly on social media platforms that tend to facilitate ideological echo chambers. The present study introduces an interdisciplinary construct called Moral Grandstanding as possible a contributing factor to this phenomenon. MG links evolutionary psychology and moral philosophy to describe the use of public moral speech to enhance one’s status or image in the eyes of others. Specifically, MG is framed as an expression of status-seeking drives in the domain of public discourse. Self-reported motivations underlying grandstanding behaviors seem to be consistent with the construct of status-seeking more broadly, seeming to represent prestige and dominance striving, both of which were found to be associated with greater interpersonal conflict and polarization.

The research is here.

Wednesday, March 27, 2019

Language analysis reveals recent and unusual 'moral polarisation' in Anglophone world

Andrew Masterson
Cosmos Magazine
Originally published March 4, 2019

Here is an excerpt:

Words conveying moral values in more specific domains, however, did not always accord to a similar pattern – revealing, say the researchers, the changing prominence of differing sets of concerns surrounding concepts such as loyalty and betrayal, individualism, and notions of authority.

Remarkably, perhaps, the study is only the second in the academic literature that uses big data to examine shifts in moral values over time. The first, by psychologists Pelin and Selin Kesibir, and published in The Journal of Positive Psychology in 2012, used two approaches to track the frequency of morally-loaded words in a corpus of US books across the twentieth century.

The results revealed a “decline in the use of general moral terms”, and significant downturns in the use of words such as honesty, patience, and compassion.

Haslam and colleagues found that at headline level their results, using a larger dataset, reflected the earlier findings. However, fine-grain investigations revealed a more complex picture. Nevertheless, they say, the changes in the frequency of use for particular types of moral terms is sufficient to allow the twentieth century to be divided into five distinct historical periods.

The words used in the search were taken from lists collated under what is known as Moral Foundations Theory (MFT), a generally supported framework that rejects the idea that morality is monolithic. Instead, the researchers explain, MFT aims to “categorise the automatic and intuitive emotional reactions that commonly occur in moral evaluation across cultures, and [identifies] five psychological systems (or foundations): Harm, Fairness, Ingroup, Authority, and Purity.”

The info is here.

Monday, February 4, 2019

(Ideo)Logical Reasoning: Ideology Impairs Sound Reasoning

Anup Gampa, Sean Wojcik, Matt Motyl, Brian Nosek, & Pete Ditto
PsycArXiv
Originally posted January 15, 2019
 
Abstract

Beliefs shape how people interpret information and may impair how people engage in logical reasoning. In 3 studies, we show how ideological beliefs impair people's ability to: (1) recognize logical validity in arguments that oppose their political beliefs, and, (2) recognize the lack of logical validity in arguments that support their political beliefs. We observed belief bias effects among liberals and conservatives who evaluated the logical soundness of classically structured logical syllogisms supporting liberal or conservative beliefs. Both liberals and conservatives frequently evaluated the logical structure of entire arguments based on the believability of arguments’ conclusions, leading to predictable patterns of logical errors. As a result, liberals were better at identifying flawed arguments supporting conservative beliefs and conservatives were better at identifying flawed arguments supporting liberal beliefs. These findings illuminate one key mechanism for how political beliefs distort people’s abilities to reason about political topics soundly.

The research is here.

Wednesday, December 26, 2018

Therapy Is No Longer a Politics-Free Zone

Peggy Drexler
The Wall Street Journal
Originally posted November November 23, 2018

Here is an excerpt:

A May 2018 survey published in the Journal of Clinical Psychology—which devoted an entire issue to how mental health professionals can understand and deal with the dramatic increase in clients feeling politics-related anxiety—found that of 604 psychotherapy patients from 50 states, only 32 percent said their therapist didn’t disclose their political beliefs, while 30 percent said their therapists divulged their views and the other 38 percent said their therapists very clearly made their beliefs known. “The old rules are pretty straightforward: Don’t talk about it,” says Dr. Steven Schlozman. a psychiatrist at Massachusetts General Hospital in Boston. “But our country right now is so about what side you’re on that almost every interaction people have these days is characterized by that.”

Full disclosure may be surprising, but it isn’t necessarily unwelcome. A 2018 poll conducted by market research firm Branded Research found that 61 percent of more than 8,000 therapy patients surveyed say it is “very” or “somewhat” important that they and their therapist share the same political values. Manhattan clinical psychologist Sarah Gundle, the co-clinical director of Octave, a “behavioral health studio” that opened in October offering individual and group therapy—including support groups for those feeling politics-related stress or anxiety—recalls a recent patient who wanted to know where she stood.

The info is here.

Tuesday, December 18, 2018

The Psychology of Political Polarization

Daniel Yudkin
The New York Times - Opinion
Originally posted November 17, 2018

Here is an excerpt:

Our analysis revealed seven groups in the American population, which we categorized as progressive activists, traditional liberals, passive liberals, politically disengaged, moderates, traditional conservatives and devoted conservatives. (Curious which group you belong to? Take our quiz to find out.) We found stark differences in attitudes across groups: For example, only 1 percent of progressive activists, but 97 percent of devoted conservatives, approve of Donald Trump’s performance as president.

Furthermore, our results discovered a connection between core beliefs and political views. Consider the core belief of how safe or threatening you feel the world to be. Forty-seven percent of devoted conservatives strongly believed that the world was becoming an increasingly dangerous place. By contrast, only 19 percent of progressive activists held this view.

In turn, those who viewed the world as a dangerous place were three times more likely to strongly support the building of a border wall between the United States and Mexico, and twice as likely to view Islam as a national threat. By contrast, those who did not see the world as dangerous were 50 percent more likely to believe that people were too worried about terrorism and 50 percent more likely to believe that immigration was good for America.

The info is here.

Wednesday, December 12, 2018

Social relationships more important than hard evidence in partisan politics

phys.org
Dartmouth College
Originally posted November 13, 2018

Here is an excerpt:

Three factors drive the formation of social and political groups according to the research: social pressure to have stronger opinions, the relationship of an individual's opinions to those of their social neighbors, and the benefits of having social connections.

A key idea studied in the paper is that people choose their opinions and their connections to avoid differences of opinion with their social neighbors. By joining like-minded groups, individuals also prevent the psychological stress, or "cognitive dissonance," of considering opinions that do not match their own.

"Human social tendencies are what form the foundation of that political behavior," said Tucker Evans, a senior at Dartmouth who led the study. "Ultimately, strong relationships can have more value than hard evidence, even for things that some would take as proven fact."

The information is here.

The original research is here.

Thursday, December 6, 2018

Partisanship, Political Knowledge, and the Dunning‐Kruger Effect

Ian G. Anson
Political Psychology
First published: 02 April 2018
https://doi.org/10.1111/pops.12490

Abstract

A widely cited finding in social psychology holds that individuals with low levels of competence will judge themselves to be higher achieving than they really are. In the present study, I examine how the so‐called “Dunning‐Kruger effect” conditions citizens' perceptions of political knowledgeability. While low performers on a political knowledge task are expected to engage in overconfident self‐placement and self‐assessment when reflecting on their performance, I also expect the increased salience of partisan identities to exacerbate this phenomenon due to the effects of directional motivated reasoning. Survey experimental results confirm the Dunning‐Kruger effect in the realm of political knowledge. They also show that individuals with moderately low political expertise rate themselves as increasingly politically knowledgeable when partisan identities are made salient. This below‐average group is also likely to rely on partisan source cues to evaluate the political knowledge of peers. In a concluding section, I comment on the meaning of these findings for contemporary debates about rational ignorance, motivated reasoning, and political polarization.

Wednesday, October 31, 2018

Learning Others’ Political Views Reduces the Ability to Assess and Use Their Expertise in Nonpolitical Domains

Marks, Joseph and Copland, Eloise and Loh, Eleanor and Sunstein, Cass R. and Sharot, Tali.
Harvard Public Law Working Paper No. 18-22. (April 13, 2018).

Abstract

On political questions, many people are especially likely to consult and learn from those whose political views are similar to their own, thus creating a risk of echo chambers or information cocoons. Here, we test whether the tendency to prefer knowledge from the politically like-minded generalizes to domains that have nothing to do with politics, even when evidence indicates that person is less skilled in that domain than someone with dissimilar political views. Participants had multiple opportunities to learn about others’ (1) political opinions and (2) ability to categorize geometric shapes. They then decided to whom to turn for advice when solving an incentivized shape categorization task. We find that participants falsely concluded that politically like-minded others were better at categorizing shapes and thus chose to hear from them. Participants were also more influenced by politically like-minded others, even when they had good reason not to be. The results demonstrate that knowing about others’ political views interferes with the ability to learn about their competency in unrelated tasks, leading to suboptimal information-seeking decisions and errors in judgement. Our findings have implications for political polarization and social learning in the midst of political divisions.

You can download the paper here.

Probably a good resource to contemplate before discussing politics in psychotherapy.

Tuesday, October 30, 2018

How Trump’s Hateful Speech Raises the Risks of Violence

Cass Sunstein
Bloomberg.com
Originally posted October 28, 2018

Here is an excerpt:

Is President Donald Trump responsible, in some sense, for the mailing of bombs to Hillary Clinton and other Democratic leaders? Is he responsible, in some sense, for the slaughter at the Pittsburgh synagogue?

If we are speaking in terms of causation, the most reasonable answer to both questions, and the safest, is: We don’t really know. More specifically, we don’t know whether these particular crimes would have occurred in the absence of Trump’s hateful and vicious rhetoric (including his enthusiasm for the despicable cry, “Lock her up!”).

But it’s also safe, and plenty reasonable, to insist that across the American population, hateful and vicious rhetoric from the president of the United States is bound to increase risks of violence. Because of that rhetoric, the likelihood of this kind of violence is greater than it would otherwise be. The president is responsible for elevating the risk that people will try to kill Democrats and others seen by some of his followers as “enemies of the people” (including journalists and Jews).

To see why, we should investigate one of the most striking findings in modern social psychology that has been replicated on dozens of occasions. It goes by the name of “group polarization.”

The basic idea is that when people are listening and talking to one another, they tend to end up in a more extreme position in the same direction of the views with which they began. Groups of like-minded people can become radicalized.

The info is here.

Friday, October 12, 2018

Americans Are Shifting The Rest Of Their Identity To Match Their Politics

Perry Bacon Jr.
www.fivethirtyeight.com
Originally posted September 11, 2018

Here is an excerpt:

In a recently published book, the University of Pennsylvania’s Michele Margolis makes a case similar to Egan’s, specifically about religion: Her research found, for example, that church attendance by Democrats declined between 2002 and 2004, when then-President Bush and Republicans were emphasizing Bush’s faith and how it connected to his opposition to abortion and gay marriage.

I don’t want to overemphasize the results of these studies. Egan still believes that the primary dynamic in politics and identity is that people change parties to match their other identities. But I think Egan’s analysis is in line with a lot of emerging political science that finds U.S. politics is now a fight about identity and culture (and perhaps it always was). Increasingly, the political party you belong to represents a big part of your identity and is not just a reflection of your political views. It may even be your most important identity.

Asked what he thinks the implications of his research are, Egan said that he shies away from saying whether the results are “good or bad.” “I don’t think one kind of identity (say ethnicity or religion) is necessarily more authentic than another (e.g., ideology or party),” he said in an email to FiveThirtyEight.

The info is here.

This information is very important to better understand your patients and identity development.

Friday, October 5, 2018

Nike picks a side in America’s culture wars

Andrew Edgecliffe-Johnson
Financial Times
Originally posted September 7, 2018

Here is an excerpt:

This is Nike’s second reason to be confident: drill down into this week’s polls and they show that support for Nike and Kaepernick is strongest among millennial or Gen-Z, African-American, liberal urbanites — the group Nike targets. The company’s biggest risk is becoming “mainstream, the usual, everywhere, tamed”, Prof Lee says. Courting controversy forces its most dedicated fans to defend it and catches the eye of more neutral consumers.

Finally, Nike will have been encouraged by studies showing that consumers reward brands for speaking up on divisive social issues. But it is doing something more novel and calculated than other multinationals that have weighed in on immigration, gun control or race: it did not stumble into this controversy; it sought it.

A polarised populace is a fact of life for brands, in the US and beyond. That leaves them with a choice: try to carry on catering to a vanishing mass-market middle ground, or stake out a position that will infuriate one side but excite the other. The latter strategy has worked for politicians such as Mr Trump. Unlike elected officials, a brand can win with far less than 50.1 per cent of the population behind it. (Nike chief executive Mark Parker told investors last year that it was looking to just 12 global cities to drive 80 per cent of its growth.)

The info is here.