We live in a highly polarized society, or at least that's what the experts are telling us. The American journalist Bill Bishop wrote an interesting book called The Big Sort: Why the Clustering of Like-Minded Americans is Tearing Us Apart that explains how and why we have become so polarized. According to Bishop, Americans have spent the last several decades sorting themselves (sometimes consciously, but at other times unconsciously) into alarmingly homogeneous communities at the local level (city and neighborhood). As our neighborhoods have become more homogeneous, we tend to select where we live and what we pay attention to based on what is most compatible with our own lifestyles and beliefs. As a result, society is now more polarized than perhaps it ever was, such that people don't know and can't understand other people who live just a few miles away.
A few years ago, I took a MOOC (Massive Open Online Class) called "Models Thinking" by the University of Michigan professor Scott Page. In one of the sessions, Dr. Page introduced Schelling's Model of Segregation (see an online simulation here), based upon a 1969 study by the game theorist Thomas Schelling in the journal, American Economic Review. It's a really interesting model that shows how individuals' mild in-group preferences (i.e. mildly preferring neighbors from the same group) can unexpectedly produce highly segregated neighborhoods, even when no one wants a completely segregated society (Schelling referred to these mild preferences as "Micro-motives" and the outcomes that they produced as "Macro-behavior" and used that as a title for one of his books). When those in-group preferences become even stronger, the neighborhood quickly becomes very homogenous to the point where, as Bill Bishop's research also suggests, they are all members of the in-group.
Bishop suggests that there are several explanations for the so-called "Big Sort". Most Americans (but certainly not all) have greater freedom to choose where they live. If they don't like a particular neighborhood, for whatever reason, they are free to move to another one. Bishop cites a wealth of data showing that educated professionals, retirees, religious groups, and even individuals with certain political views (conservative vs liberal) are gravitating towards neighborhoods and communities where they feel comfortable, i.e. where there are people like them. For example, just looking at the two major political parties in the U.S. today, the majority of individuals in big cities tend to vote for the Democrats, while the majority of individuals living in rural areas tend to vote for the Republicans. The "Big Sort" affects more than just neighborhoods - churches and social organizations are also becoming more homogenous, attracting individuals who all think alike and have the same values, beliefs, and views.
Businesses and political campaigns are increasingly using data to identify and appeal to narrow lifestyle groups, which also contributes to the "Big Sort". Several years ago, John O'Toole published an editorial in the Journal of Advertising that called attention to the fact that targeted marketing campaigns segmented individuals based on a small set of demographics. Unfortunately, the strategy employed didn't always get things right. He described the following individual as a profile for a specific marketing campaign:
A woman. 25 to 35 age group. Family income over $15,000 [this was 1973 by the way]. Urban. Working. College graduate. Let's say a college like Finch in New York. 2 to 3 members of household. White. Probably comes from an upper-income family herself with professional or executive father who belongs to Republican Party.
O'Toole then proceeded to explain that this marketing profile describes both Tricia Nixon Cox, daughter of then President Richard Nixon, as well as Grace Slick, who was the lead singer in the rock-n-roll band Jefferson Airplane. Look them up - these two women could not be any more different in their political views or personalities! O'Toole's point was that any marketing campaign designed for the aforementioned profile, which he admitted was probably more detailed than most, would probably not be the correct one. Bishop's point is that this kind of segmentation only serves to reinforce segregation - "Micro-motives" produce "Macro-behavior".
Bishop goes on to show why the "Big Sort" is a problem for all of us. He cites several research studies showing like-minded groups tend to become even more extreme the longer they spend time together. For example, the American legal scholar and author Cass Sunstein co-wrote (with David Schkade) an important op/ed piece in 2003 for the New York Times ("Judging by where you sit"), reporting that when politically like-minded judges sit together on a three-judge panel, they become significantly more extreme in their rulings. For example, conservative judges vote even more conservatively when sitting with two other Republicans, while liberal judges shift further left with two other Democrats. Conversely, when a Republican judge sits with at least one Democrat, or a Democratic judge sits with at least one Republican, the judges tends to rule much closer to the ideological center.
Bishop suggests that the greatest threat to democratic society today is the gradual disappearance over time of places where people with different views regularly interact. When we all increasingly live, worship, work, and socialize only with other individuals who think exactly like us, our existing beliefs and views become even stronger, making compromise even harder. As Sunstein stated, "Organizations and nations are far more likely to prosper if they welcome dissent and promote openness." Welcoming dissent and promoting a more open society begins with each and every one of us. Only we can choose to move out of our own personal comfort zones to live, worship, work, and socialize with other individuals who may not think exactly like us.


