Audience Design and Context Discrepancy: How Online Debates Lead to Opinion Polarization

Abstract

This article examines how the technical layout of some online platforms shapes the way individuals engage in public debate online. To do so, the research studies an empirical case of how public debating on Weibo—China’s equivalent to Twitter—leads to opinion polarization. The technical layout of Weibo strongly influences how users debate with others. The thread-based message structure fragments the interactional context, preventing users from gaining a clear picture about other discussants and the ongoing conversation. Weibo’s technical design, which enables simultaneous interactions with multiple audiences (of which many users are unaware), further complicates the debates. Consequently, users become confused about their audience and where their replies are targeted, and subsequent interpersonal tension sparks as they adopt interactive strategies (sharing personal experiences, adding situational elaborations, and seeking solidarity through opinion) to reduce this confusion. Ironically, these strategies often serve to further polarize opinions. A video abstract is available at https://youtu.be/U5qdm6eiQ1M.