Political Identity Cues Harm Discourse on Social Media
By Qinglai He, Vandith Pamuru, Gordan Burtch, Yili (Kevin) Hong, Raghu Santanam
Citation
He, Qinglai., Pamuru, Vandith., Burtch, Gordan., Hong, Yili (Kevin)., Santanam, Raghu. (2024). Political Identity Cues Harm Discourse on Social Media .
Copyright
2024
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Abstract
Political identity has become a critical social identity in the era of digital platforms. We study the impact of political identity disclosure on subsequent participation and polarization. Our context of study is a subreddit r/Tuesday on Reddit, which incorporated a policy that mandates users to declare their political ideological stance. Our results suggest that, after disclosure, there is a significant drop in participation on posts by new users, measured by the number of new user comments that a post receives. In addition, we also observe a higher amount of polarization, measured by rule violations, the usage of slang and partisanship terms. Interestingly, users holding different political perspectives are affected disproportionately due to the mandatory disclosure policy. The most significant decrease in engagement has been found on users with unclear political stances. In contrast, the left-leaning users, the minority group, maintained a comparable amount of activity as before but used more slang and partisanship terms in their subsequent discourse.

Vandith Pamuru is an Assistant Professor of Information Systems at the Indian School of Business (ISB). His primary research interests lie in the areas of user engagement on online platforms and incentives design, particularly in the context of emerging technologies. His work has been presented at several academic conferences including ICIS, WISE, SCECR, CIST, POMS, DSI, and WITS, where he also received the Best Paper runner-up award.

Professor Pamuru received his PhD in Management Information Systems and a Master’s in Economics from Purdue University, and completed his undergraduate degree in Information Systems from Birla Institute of Technology & Science (BITS)  Pilani. Prior to his doctoral studies, he gained extensive industry experience in user experience design and product management.

Vandith Pamuru
Vandith Pamuru