The effect of influencers on societal polarization

John Betts; Ana-Maria Bliuc

doi:10.1109/WSC57314.2022.10015491

The effect of influencers on societal polarization

John Betts, Ana-Maria Bliuc

Psychology

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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Abstract

Societies can polarize when there is disagreement on important issues. The rise of social media in recent years has led to the phenomenon of influencers, who are now prominent in public debate, especially online. However, their effect on polarization is not well understood. To address this gap in knowledge, we create an Agent-Based Model of a society into which an influencer is introduced and their effect on polarization observed. Results show that an influencer holding extreme views will always increase the rate of polarization, with this effect increasing in line with their reach and activity level. The effect of a neutral influencer varies with the tolerance for opposing beliefs in the society: slowing the rate of polarization for relatively tolerant societies, but increasing the rate when societies are more conservative, or the influencer has narrow reach. Consequently, these results have implications for the design of influencer campaigns for social good.

Original language	English
Title of host publication	WSC'22
Subtitle of host publication	Proceedings of the Winter Simulation Conference
Editors	B. Feng, G. Pedrielli, Y. Peng, S. Shashaani, E. Song, C.G. Corlu, L.H. Lee, E.P. Chew, T. Roeder, P. Lendermann
Publisher	IEEE
Pages	370-381
Number of pages	12
ISBN (Electronic)	978-1-6654-7661-4
ISBN (Print)	978-1-6654-7662-1
DOIs	https://doi.org/10.1109/WSC57314.2022.10015491
Publication status	Published - 12 Dec 2022
Event	2022 Winter Simulation Conference: Reimagine Tomorrow - Singapore Duration: 11 Dec 2022 → 14 Dec 2022 https://meetings.informs.org/wordpress/wsc2022/

Conference

Conference	2022 Winter Simulation Conference
Period	11/12/22 → 14/12/22
Internet address	https://meetings.informs.org/wordpress/wsc2022/

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10.1109/WSC57314.2022.10015491Licence: UK Government Non-Commercial Licence

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Cite this

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title = "The effect of influencers on societal polarization",

abstract = "Societies can polarize when there is disagreement on important issues. The rise of social media in recent years has led to the phenomenon of influencers, who are now prominent in public debate, especially online. However, their effect on polarization is not well understood. To address this gap in knowledge, we create an Agent-Based Model of a society into which an influencer is introduced and their effect on polarization observed. Results show that an influencer holding extreme views will always increase the rate of polarization, with this effect increasing in line with their reach and activity level. The effect of a neutral influencer varies with the tolerance for opposing beliefs in the society: slowing the rate of polarization for relatively tolerant societies, but increasing the rate when societies are more conservative, or the influencer has narrow reach. Consequently, these results have implications for the design of influencer campaigns for social good.",

author = "John Betts and Ana-Maria Bliuc",

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booktitle = "WSC'22",

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The effect of influencers on societal polarization. / Betts, John; Bliuc, Ana-Maria.

WSC'22: Proceedings of the Winter Simulation Conference. ed. / B. Feng; G. Pedrielli; Y. Peng; S. Shashaani; E. Song; C.G. Corlu; L.H. Lee; E.P. Chew; T. Roeder; P. Lendermann. IEEE, 2022. p. 370-381.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

TY - GEN

T1 - The effect of influencers on societal polarization

AU - Betts, John

AU - Bliuc, Ana-Maria

N1 - © Crown 2022

PY - 2022/12/12

Y1 - 2022/12/12

N2 - Societies can polarize when there is disagreement on important issues. The rise of social media in recent years has led to the phenomenon of influencers, who are now prominent in public debate, especially online. However, their effect on polarization is not well understood. To address this gap in knowledge, we create an Agent-Based Model of a society into which an influencer is introduced and their effect on polarization observed. Results show that an influencer holding extreme views will always increase the rate of polarization, with this effect increasing in line with their reach and activity level. The effect of a neutral influencer varies with the tolerance for opposing beliefs in the society: slowing the rate of polarization for relatively tolerant societies, but increasing the rate when societies are more conservative, or the influencer has narrow reach. Consequently, these results have implications for the design of influencer campaigns for social good.

AB - Societies can polarize when there is disagreement on important issues. The rise of social media in recent years has led to the phenomenon of influencers, who are now prominent in public debate, especially online. However, their effect on polarization is not well understood. To address this gap in knowledge, we create an Agent-Based Model of a society into which an influencer is introduced and their effect on polarization observed. Results show that an influencer holding extreme views will always increase the rate of polarization, with this effect increasing in line with their reach and activity level. The effect of a neutral influencer varies with the tolerance for opposing beliefs in the society: slowing the rate of polarization for relatively tolerant societies, but increasing the rate when societies are more conservative, or the influencer has narrow reach. Consequently, these results have implications for the design of influencer campaigns for social good.

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DO - 10.1109/WSC57314.2022.10015491

M3 - Conference contribution

SN - 978-1-6654-7662-1

SP - 370

EP - 381

BT - WSC'22

A2 - Feng, B.

A2 - Pedrielli, G.

A2 - Peng, Y.

A2 - Shashaani, S.

A2 - Song, E.

A2 - Corlu, C.G.

A2 - Lee, L.H.

A2 - Chew, E.P.

A2 - Roeder, T.

A2 - Lendermann, P.

PB - IEEE

T2 - 2022 Winter Simulation Conference

Y2 - 11 December 2022 through 14 December 2022

ER -

The effect of influencers on societal polarization

Abstract

Conference

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