How Emotional Frames Moralize and Polarize Political Attitudes

In: Political psychology: journal of the International Society of Political Psychology, Volume 40, Issue 1, p. 75-91

Abstract

Moralized issues, such as abortion and same‐sex marriage, are some of the most polarizing and divisive issues in politics. These topics motivate political engagement but present a barrier to democratic resolution. Yet we know little about how some issues become "moral issues" and others do not. In this article, I argue that exposure to persuasive frames, particularly those eliciting anger and disgust, serves to moralize and polarize public opinion. I test these hypotheses across three experiments on emerging debates over food politics. The results consistently show that persuasive frames increase issue moralization and, in turn, facilitate polarization. A panel analysis demonstrates that the effect of a single exposure lasts at least two weeks. Mediation analyses suggest that feelings of disgust and anger help explain how persuasive frames moralize political attitudes, while anger alone seems to explain the polarizing effects of framing. Overall, the findings provide new insight into framing, emotion, and the development of moral issues.