Science University Research Symposium (SURS)

Altruism and Political Polarization: The Impact of Social Media Identifiers on Prosocial Behavior in Emerging Adults

Publication Date

2025

College

College of Sciences & Mathematics

Department

Psychological Science, Department of

SURS Faculty Advisor

Dr. Michael Oliver

Presentation Type

Metadata Only

Abstract

Research increasingly highlights the potential of altruistic behavior as a countermeasure to growing political polarization. However, existing studies in this area remain limited, often focusing on older populations. Little is known about how contemporary social media platforms popular among young adults, such as Instagram, shape political polarization among their users. The present study aims to clarify two primary questions: (1) how social media use influences political polarization in young adults, and (2) whether fostering altruistic behavior can promote positive engagement with individuals holding opposing political views. Participants included 55 students (aged 18 to 29) enrolled in Introductory Psychology courses at Belmont University. Each participant viewed six constructed Instagram profiles representing individuals affiliated with the three most common American political identities: Democrat, Republican, and Independent. Participants were then presented with a hypothetical scenario asking them to indicate, on a 5-point Likert scale, their willingness to display altruism toward the individual from the profile they had previously viewed. The researchers hypothesize that participants will report greater altruistic tendencies toward profiles reflecting their own political in-group compared to perceived out-groups. Findings from this study aim to advance understanding of social media’s role in reinforcing political polarization and to inform potential interventions designed to reduce polarization through altruistic engagement online.

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