USA - The torn republic: political polarization, controversy and technological change

The Anatomy of American Polarization

The United States is experiencing a period of profound and intensifying political polarization, which is significantly shaping the country's political landscape. This division extends far beyond mere ideological differences and is increasingly manifesting itself in intense partisan hostility, a deep distrust of institutions, and a fragmented public discourse. Symptomatic of this climate are often sensationalist media coverage and the rise in personal attacks on political actors, which have become prominent in the public eye.

American polarization is inextricably linked to, and amplified by, the behavior of political actors, the dynamics of a changing media landscape, and the disruptive influence of digital technologies, particularly social media and artificial intelligence (AI). These forces form a feedback loop: Polarization fuels controversial political tactics, which in turn are amplified by media and technology, further deepening societal divisions.

To illuminate these complex relationships, we will first examine empirical evidence for the extent and drivers of polarization. We will then analyze case studies of prominent political figures who embody these trends. This will be followed by an assessment of the role of media and technology, including specific controversies such as the Harris campaign's Google ads and the impact of AI. We will then consider the cultural signaling effects of political actions before addressing regulatory challenges and potential solutions.

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The polarized state of the Union: Extent, drivers and consequences

Understanding the current political situation in the USA requires a close examination of the phenomenon of polarization. This is not just a buzzword, but a measurable reality with profound implications for society and governance.

Definition and measurement of polarization

Political polarization encompasses several dimensions. First, it describes ideological sorting, in which voters increasingly identify with the party that best represents their political views. Second, it refers to affective polarization, which manifests as growing dislike, distrust, and hostility toward the opposing party and its supporters. While studies suggest that the general electorate may be less ideologically extreme than political elites, party sorting and the emotional divide between the camps are significant and worrying developments. Data from the Pew Research Center demonstrates high levels of partisan hostility. A sense of alienation and political loss is widespread: a majority of supporters of both major parties report that their side loses more often than it wins in politics.

Key drivers

Several factors contribute to deepening the polarization:

Partisan hostility and sorting

Republicans and Democrats increasingly view each other negatively—often as immoral, dishonest, or unintelligent—and live in separate social and informational worlds. Party affiliation is increasingly correlated with ideological orientation, deepening the divide.

Institutional distrust

Public trust in key institutions is eroding rapidly. This includes the federal government, particularly Congress, whose approval ratings are extremely low. Political parties themselves also enjoy little trust; a record percentage of Americans hold negative views of both parties. This distrust extends to the news media, higher education, and even public schools. The partisan divide in this distrust is particularly striking: Republicans express significantly more distrust of the media and educational institutions than Democrats. This trend suggests that polarization is not merely a political phenomenon but part of a broader crisis of confidence in the foundations of society. Solutions, therefore, must go beyond purely political reforms and aim to restore trust in these diverse institutions.

Geographical and social sorting

The tendency to live in communities and maintain social contacts that share one's political views (“red” vs. “blue” states/communities) further reinforces polarization.

Role of political elites

Research suggests that political elites and activists are often more polarized than the general population. Primary election systems, in which often only the most committed and ideologically entrenched party members vote, may encourage candidates to adopt more extreme positions to mobilize their base. While the general public may not be uniformly ideologically extreme, a sense of political conflict and a perception of high stakes, fueled by the polarized rhetoric of elites, is widespread. This suggests that affective polarization and the political mood shaped by elite conflict may be stronger drivers of the overall political climate than the precise ideological distribution within the population.

Consequences

Polarization has noticeable negative consequences:

Political dysfunction

It contributes significantly to legislative gridlock, fiscal cliffs, failed grand bargains, and a general sense of government paralysis. Confidence in the ability of representative institutions to govern effectively is eroding.

Erosion of democratic norms

Extreme polarization can undermine basic democratic norms, promote contempt for facts, and increase the potential for political violence.

Poisoning of public discourse

It leads to a toxic public discourse characterized by personal attacks, disinformation, and an inability to find common ground.

The personalization of the conflict: attacks, scandals, and political figures

In a highly polarized political environment, the focus of discourse often shifts from substantive issues to personal attacks, scandals, and controversies surrounding individual political figures. These individuals become symbols and targets, embodying the divisions and animosities of the era. This focus on individuals, often accompanied by sensationalist language in the media, is a characteristic feature of this development.

Case study: John Fetterman – Health, Behavior and Ideological Ambiguity

Senator John Fetterman became the focus of intense controversy after suffering a stroke in 2022 and subsequently being treated for clinical depression. Reports, particularly an article in New York Magazine, painted a disturbing picture based on statements from current and former staffers. Concerns were raised about his “erratic” behavior, including reckless driving (accelerating while texting, FaceTime calls, and reading news articles), a renewed obsession with social media, alleged “megalomania,” and “conspiratorial thinking.” His former chief of staff, Adam Jentleson, expressed serious concerns about Fetterman’s health and behavior in an email to his treating physician, including fears that Fetterman was not taking his medication, missing medical appointments, and had recently acquired a firearm. A car accident in which Fetterman reportedly fell asleep at the wheel and injured his wife, as well as incidents on airplanes and near misses on the road, further fueled these concerns.

At the same time, Fetterman's political positions caused a stir. His unwavering support for Israel in the Gaza War, which reportedly led to heated arguments with his more progressive wife, Gisele, and was described by former campaign staffers as a "devastating betrayal" of previous progressive positions, alienated parts of his base and staff. His willingness to cooperate with President Donald Trump, including a meeting at Mar-a-Lago and his endorsement of some of Trump's cabinet nominees, shocked both Democrats and Republicans. Fetterman himself dismissed the allegations as the work of "disgruntled staffers" and insisted he was in good health.

The Fetterman case exemplifies how personal vulnerability—in this case, health problems—is politically instrumentalized in a polarized climate. The debate surrounding his political realignment—whether it represents genuine change, pragmatic maneuvering, or is influenced by his health—highlights the blurring lines between health, politics, and ideology in the public perception.

Case study: Stephen Miller – Ideology as a weapon

Stephen Miller established himself during Donald Trump's first term as a key figure and architect of a rigorous immigration policy. He was instrumental in developing and implementing controversial measures such as the travel ban on citizens of predominantly Muslim countries and the policy of family separations at the border with Mexico. His hardline stance and polarizing rhetoric made him a central, but also highly controversial, figure in the Trump administration.

Controversies surrounding Miller repeatedly flared up over his views and actions. Leaked emails from 2019 revealed his communications with far-right media outlets like Breitbart News, in which he allegedly promoted white nationalist literature and shared content from extremist websites. These revelations led to calls for his resignation from Democrats and reinforced accusations that he held white nationalist positions. The Southern Poverty Law Center (SPLC) classified him as an extremist. Former colleagues described him as a “terrible person” and a “tyrant” with deeply entrenched extremist views. His rhetoric, such as his interactions with journalists regarding the MS-13 gang, and his role in spreading conspiracy theories after the 2020 election further contributed to his polarizing effect. His clashes with Governor JB Pritzker, whom he accused of inciting violence, also underscored his confrontational political style.

The consideration of appointing Miller as National Security Advisor has sparked considerable concern among civil rights groups and political opponents. His potential return to a key position is seen as a sign of the continuation of an uncompromising, ideologically driven policy that could further deepen societal divisions, particularly on issues of immigration and national identity. Miller thus exemplifies a policy in which ideology is weaponized and compromise is deliberately excluded.

Case study: Donald Trump – master of polarization and provocation

Donald Trump plays a defining role in the US political landscape. His strategy is often characterized by polarization and provocation. A recurring element of his approach is personal attacks on political opponents. Vice President Kamala Harris, among others, was repeatedly targeted with such remarks, in which he described her with terms like "lazy," "stupid," or "mentally challenged," and publicly questioned her lifestyle. He continued this rhetoric, which sometimes relies on stereotypes, despite calls from some within the Republican Party to focus more on substantive political issues. Trump defended his behavior, stating that personal attacks were legitimate in his case.

Beyond personal attacks, Trump's presidency and political career have been marked by numerous controversies and scandals. The Ukraine affair, in which he attempted to pressure the Ukrainian government into investigating his political rival Joe Biden, led to his first impeachment proceedings. The "Signalgate" scandal, involving the sharing of sensitive information in chat groups and resulting in the dismissal of his National Security Advisor, once again raised questions about security and information security. His rhetoric and policies regarding immigration, including portraying migrants as criminals and justifying deportations, as well as his attacks on international human rights norms and institutions, have continuously contributed to polarization.

Trump's approach is clearly aimed at mobilizing his base, dominating media coverage, and deepening partisan divisions. His willingness to challenge established norms and employ confrontational rhetoric is a hallmark of his political style and a significant factor in the ongoing polarization of American society.

Case study: Kamala Harris – target and actor in the digital space

Kamala Harris is at the center of polarized American politics and is both the target of criticism and the subject of discussions about her own campaign methods. She is frequently subjected to personal attacks, which some interpret as attempts to undermine her position and credibility.

On the other hand, her own presidential campaign came under fire for its digital advertising strategy. It was revealed that the campaign systematically edited headlines and descriptions in Google search ads. These ads, labeled “sponsored,” linked to original articles from established news organizations (such as The Independent, Guardian, Reuters, CNN, AP, CBS News, NPR, and USA Today), but presented modified headlines that painted a more positive picture of Harris or portrayed her political positions more favorably.

This practice drew sharp criticism from the affected media outlets, which stated they had no knowledge of it and condemned the use of their brands in this way as misleading and damaging to journalistic integrity. While Google explained that the ads did not technically violate its guidelines because they were labeled as advertising, critics accused the campaign of crossing ethical boundaries and undermining voter trust. Interestingly, Facebook had already banned a similar practice in 2017. The Trump campaign reportedly did not use this particular tactic.

The Harris case study illustrates the complex role of top politicians in today's polarized environment: they are both victims of attacks that deepen the division and actors who operate in an increasingly digitalized and ethically challenging election campaign, while themselves employing practices that can further erode trust in political communication and media.

Case study: Robert F. Kennedy Jr. – Influence of controversial positions on public health debates

Robert F. Kennedy Jr. has established himself as a prominent figure in public health over the years. His views and activities have elicited mixed reactions, as he has repeatedly raised concerns about a link between vaccinations and health risks. Since 2005, he has advocated for a possible link between vaccinations and autism, a position largely rejected by the scientific community. His organization, Children's Health Defense, addresses potential vaccine risks and has also been critical of COVID-19 vaccines.

Kennedy also addressed several controversial topics, including doubts about the conventional portrayal of HIV/AIDS, criticism of drinking water fluoridation, and the assertion that COVID-19 could disproportionately affect certain ethnic groups. His statements on autism, in which he described the condition as a challenge for families and made limiting assessments of affected children's abilities ("will never pay taxes, ... never play baseball"), drew criticism from medical professionals and affected groups.

Donald Trump's nomination of Kennedy as head of the Department of Health and Human Services (HHS) was met with widespread criticism and dismay from experts. They warned that his appointment could undermine trust in science, weaken public health agencies, and lead to potentially disastrous policy decisions. Trump's statement that he would allow Kennedy to "go wild" on health issues only exacerbated these concerns.

Kennedy draws on an anti-establishment sentiment and questions the scientific consensus, which helps him mobilize political support. This could contribute to further polarizing public health issues and weakening trust in scientific institutions and experts. His position illustrates how unconventional views can gain traction in the current political climate and influence societal debates, even across traditional party lines.

Comparative overview: Key figures and polarizing issues

The following table summarizes the central controversies and their relation to the overarching themes of this report for the political figures analyzed:

Comparative overview: Key figures and polarizing issues – Image: Xpert.Digital

The following overview highlights the central controversies surrounding the analyzed political figures and their significance in the context of polarization, as well as their connection to media and technology. John Fetterman is in the spotlight due to his health problems following a stroke and his depression, accompanied by reports of erratic behavior, staff turnover, and his pro-Israel stance. His personal vulnerability is exploited, while his loyalties and ideology are questioned, leading to tensions within his own party. The media amplifies this through reporting and sensationalist headlines, particularly regarding his social media activity. Stephen Miller, on the other hand, is perceived as the architect of hardline immigration policies, coupled with accusations of white nationalism and personal criticism. His uncompromising stance deepens the divide on immigration issues and makes him a symbolic figure for right-wing hardliners, while right-wing media disseminate his ideology and he generates attention through confrontational appearances. Donald Trump is known for personal attacks, such as those against Kamala Harris, his involvement in political scandals, and his polarizing statements on immigration and crime. He uses provocative strategies to attract media attention and exacerbate partisan tensions, strategically employing social media and media criticism as political tools. Kamala Harris is the target of attacks, often racist and sexist, and faces criticism for her digital campaign strategies. She uses platforms like Google Ads for targeted advertising, fueling debates about ethical guidelines. Robert F. Kennedy Jr. generates controversy by spreading vaccine misinformation and scientifically debunked theories, undermining trust in public health institutions. His activity in alternative media and social networks brings fringe viewpoints into the mainstream, accompanied by fact-checking and media criticism.

This table illustrates how the individuals studied reflect and drive the dynamics of polarization in different ways, often in conjunction with the media landscape and the possibilities of digital technologies.

The proliferation of personal attacks and scandals is no coincidence, but rather thrives in a specific environment. A media ecosystem characterized by declining trust, severe fragmentation, and algorithms that may prioritize engagement over accuracy provides fertile ground for such tactics. Sensationalist headlines and phrases (“devastating profile,” “explosive report,” “terrible person”), such as those found in the cases studied, are designed to attract attention in this highly competitive landscape. This leads to the personalization and often trivialization of political conflicts. A symbiosis emerges: the polarizing strategy of personal attacks aligns with the economic and algorithmic incentives of a fragmented, distrust-ridden media system. Attacks are launched, amplified by the media, and consumed, further eroding political discourse.

At the same time, the actions of some of these figures point to a degree of ideological flexibility or strategic repositioning. When a Democrat like Fetterman interacts with Trump, or when an actor considered extremist, like Miller, is being considered for top office, it suggests that traditional party lines and ideological consistency are losing importance or can be strategically manipulated in a highly polarized, anti-establishment climate. Actions that alienate one group (like Fetterman alienating progressives) may appeal to another or be interpreted as a sign of independence. This reflects complex calculations that go beyond simple left-right paradigms. Extreme polarization and anti-establishment sentiment create space for unconventional political maneuvers and alliances, where signaling disruption or loyalty to a particular leader or base may become more important than strict adherence to traditional party ideologies or norms.

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The changing media landscape: trust, competition and consumption

The way citizens in the US consume and evaluate news has changed dramatically. This transformation of the media landscape is closely intertwined with, and significantly influences, political polarization.

Declining trust and partisan divides

A key characteristic of the current media landscape is the low level of public trust in news media. Globally, trust stands at around 40%, and even in the US, it was only 38% in 2017, with more recent trends suggesting further erosion. This distrust is particularly pronounced along party lines: Republicans show significantly less trust in the media, especially in established, national news organizations, than Democrats. Worryingly, Republicans and young adults now place almost as much trust in information from social media as in national news sources. This dwindling and partisan-divided trust creates a critical backdrop for the dissemination of information and the vulnerability to disinformation.

Fragmentation and platform dominance

News consumption is increasingly shifting from traditional media such as television and print to digital sources. The online news landscape is highly fragmented. A multitude of social media platforms now serve as regular news sources. Facebook and YouTube dominate, being used regularly for news by about a third of US adults. At the same time, platforms like Instagram and especially TikTok are gaining importance, particularly among younger user groups. This trend is further amplified by platforms changing their strategies and increasingly focusing on content from creators and engaging video formats, often to the detriment of traditional news publishers.

Changing news consumption habits

Fewer and fewer people are accessing news websites or apps directly. Instead, they are increasingly accessing news through "side doors" such as social media, search engines, or mobile aggregators. At the same time, general interest in news is declining, and the phenomenon of "news avoidance"—the conscious decision to turn away from news—is on the rise. The reasons often cited are the negativity of reporting and a feeling of being overwhelmed. Simultaneously, "news influencers" are establishing themselves as relevant sources of information, particularly on social media platforms.

Economic challenges for journalism

The news industry is under considerable economic pressure. Advertising revenue, particularly in print, is declining. The digital advertising market is dominated by large technology platforms such as Google and Facebook. Growth in paid online news subscriptions is limited; only a minority are willing to pay for online news, and many existing subscriptions are heavily discounted. A "winner-takes-most" dynamic is evident, with a few large, national brands capturing the majority of subscriptions. These economic difficulties threaten the quality and availability of journalism, especially at the local level, where investigative reporting and oversight of government actions have often been significantly curtailed.

The shift of news consumption to platforms has far-reaching consequences. Algorithms primarily designed to maximize user engagement and generate advertising revenue are becoming crucial gatekeepers of information. They filter and prioritize content based on engagement signals such as likes, shares, and comments. Because emotionally charged, controversial, or partisan content often generates higher engagement, there is a risk that these algorithms will systematically promote content that fosters polarization and disinformation, while pushing balanced or nuanced reporting into the background. This gives the platforms immense power to shape public discourse, often without assuming the editorial responsibility of traditional media.

The declining trust in the media and the increasing avoidance of news appear to be mutually reinforcing. Those who distrust established media outlets or feel overwhelmed by the flood of negative news may turn away. This avoidance, however, can lead individuals to rely more heavily on less reliable sources or unfiltered social media feeds. This potentially increases susceptibility to disinformation and conspiracy theories, which in turn can further undermine trust in reputable journalism. A vicious cycle ensues, hindering informed public debate and further fueling polarization.

The double-edged sword of technology: Politics and polarization are intensifying

Digital technologies, especially social media platforms and artificial intelligence (AI), do not merely function as neutral channels for political communication. They actively shape the nature of political discourse, influence election campaign strategies, and act as catalysts for political polarization.

Case Study Revisited: Kamala Harris' Google Ads – Ethics and Transparency in Digital Election Campaigns

The controversy surrounding Kamala Harris's 2024 presidential campaign's Google search ads highlights the ethical gray areas and manipulative potential of digital campaigning techniques. The campaign ran sponsored ads linking to articles from established news organizations (including The Independent, Guardian, Reuters, CNN, AP, CBS News, NPR, and USA Today). The crucial point, however, was that the headlines and descriptions displayed in the Google search results were either written by the campaign itself or heavily edited to present a more favorable image of Harris or to emphasize her political positions.

Although these ads were correctly labeled as “Sponsored” or “Paid for by Harris for President” and thus technically complied with Google's guidelines, the affected media outlets reacted with outrage. They stated that they had not been informed about this practice and condemned it as misleading and an abuse of their brand that undermined journalistic integrity. Google defended the admissibility of the ads by citing the labeling requirement, but acknowledged a technical issue that resulted in some ads in the ad library lacking the required labeling. The campaign itself reportedly argued that it used the ads to provide additional context to users searching for information.

This tactic, reportedly quite common in commercial marketing, sparked a debate about ethics and transparency in the political arena. Critics saw it as an attempt to deceive voters by exploiting the credibility of established media brands. The contrast with Facebook (Meta), which had already prohibited similar manipulation of linked news content in ads in 2017 to combat disinformation, is noteworthy. The Trump campaign apparently did not use this specific method of ad manipulation at that time. The case vividly illustrates how campaigns test the limits of platform policies and how digital tools can be used to influence public perception, thereby jeopardizing trust in both political actors and information sources.

The AI ​​front: Disinformation threats, deepfakes and the 2024 election

The emergence of powerful generative artificial intelligence (GenAI) has raised concerns about disinformation and manipulation in the political sphere to a new level. Tools like ChatGPT or image generators like DALL-E make it possible to create deceptively realistic texts, images, audio recordings, and videos (“deepfakes”) in seconds and at low cost. This technology can not only be used to increase campaign efficiency (e.g., for personalized messages, draft speeches, translations), but also poses significant risks to the integrity of elections and public discourse.

In the run-up to and during the 2024 election year, there were numerous examples and warnings about the misuse of AI:

Targeted disinformation: AI can be used to generate and spread massive amounts of misinformation tailored to specific voter groups. Studies suggest that such personalized messages can be more persuasive than those created by humans.

Deepfakes: Particularly worrying is the ability to clone the voices and images of politicians. A prominent example was the AI-generated phone call in New Hampshire using President Biden's voice, intended to discourage voters from participating in the primary. Fake images, such as one of Trump's alleged arrest or of celebrities supposedly endorsing a candidate (Trump/Taylor Swift), also circulated.

Reinforcing polarization: AI-generated content can serve to deepen existing social divisions by amplifying extreme narratives or hate messages.

Undermining trust: The mere existence of deepfakes can lead to voters becoming generally more distrustful of all media content and having difficulty distinguishing between real and fake (“Liar's Dividend”).

Despite these significant threats and high levels of public concern, analyses of the 2024 election year suggest that the feared massive impact of AI disinformation on election results has not materialized. While there have been documented cases of AI misuse, these were often detected relatively quickly, and there is no clear evidence that they decisively influenced elections. Instead, AI-generated disinformation appears to have primarily served to further poison political discourse, reinforce existing narratives, and deepen political polarization. The main effect of AI in the 2024 election campaign may have been less about directly influencing voters than about further eroding trust and exacerbating existing ideological divides.

In response to these risks, initial regulatory steps and measures by platforms have been initiated. These include proposals for legislation mandating the labeling of AI-generated content in political advertising (e.g., by the FCC in the US), as well as voluntary commitments by technology companies and platform guidelines that require such labeling (e.g., Meta).

Algorithmic Politics: The Role of Social Media in Shaping Information Flows

Social media platforms are not merely passive channels; their algorithms actively shape the information users see. These algorithms are generally optimized to maximize user engagement (likes, shares, comments, time spent on the platform), as this supports the platforms' business model (advertising).

A widespread concern is that these engagement-based algorithms create so-called “filter bubbles” or “echo chambers.” The theory states that algorithms preferentially show users content that aligns with their existing views, thus isolating them from dissenting perspectives. This could lead to a confirmation bias and the hardening of political positions.

However, the research on this topic is complex and inconclusive. Some studies support the echo chamber hypothesis, while others qualify or contradict it. Arguments against overemphasizing filter bubbles include:

Political polarization in the US increased most significantly among older population groups, who use social media the least.

Only a small proportion of users are actually in highly isolated online information environments; isolation through biased TV news could be greater.

Confronting opposing views on social media can actually increase polarization rather than reduce it.

Users often actively seek information that confirms their views, regardless of the algorithm.

Large-scale experiments during the 2020 US election, in which Facebook and Instagram's algorithmic feeds were replaced with chronological feeds, surprisingly showed no significant impact on political polarization or users' political attitudes, even though the type of content consumed and usage duration changed. This suggests that while algorithms strongly shape the user experience, they may not be the primary cause of profound attitude shifts or polarization.

Nevertheless, the conclusion remains that algorithms play a significant role by amplifying existing trends. They make it easier for users to find and consume like-minded content. Furthermore, by being optimized for engagement, they can tend to favor and disseminate emotionally charged, controversial, and potentially divisive content. Studies have also shown that conservative users on Facebook tend to be more exposed to content labeled as misinformation. Thus, while algorithms are not the sole cause, they likely contribute to increased polarization and the spread of problematic content.

The increasing use of sophisticated digital manipulation techniques, such as the Harris campaign's Google Ads or the use of AI in election campaigns, points to a worrying normalization. Such methods are apparently becoming standard tools in the political arsenal. Although their direct impact on voting behavior is disputed, they inevitably contribute to a climate of cynicism. They undermine trust in information sources—be they the media or the campaigns themselves—and lower the threshold for ethically questionable behavior in political competition. The availability and use of these powerful digital tools, even if legally permissible or of uncertain effectiveness, pollute the information ecosystem and hinder fact-based political discourse.

A key finding of the analyses of AI deployment in 2024 is that the impact on shaping public discourse and increasing polarization appears to have been greater than the direct manipulation of voter turnout. This suggests that the current threat posed by AI lies less in the mass persuasion of undecided voters and more in the contamination of the information space, the reinforcement of existing prejudices, and the further erosion of the quality of political debate. Countermeasures should therefore not only aim to prevent direct election fraud but also address the broader, corrosive effects on public discourse, trust, and the strengthening of echo chambers.

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Culture wars and symbolic battlefields

In a deeply divided nation like the United States, symbolic actions and cultural references often acquire disproportionate political significance. They serve as markers of one's own group, as provocations to political opponents, and as means of mobilizing deeper cultural anxieties and identity conflicts. Rather than aiming at concrete policy proposals, such actions often target emotional reactions and the reinforcement of "us versus them" narratives.

Case study: Trump's Star Wars meme

An example of this symbolic politics was provided by the White House under Donald Trump on “Star Wars Day” (May 4). An AI-generated image was disseminated via official channels, depicting Trump as a muscular Jedi warrior – albeit with a red lightsaber, the symbol of the evil Sith Lords. The image was accompanied by text that labeled the opposition Democrats “radical left-wing nutcases” who wanted to bring “Sith Lords, murderers, drug lords,” etc., back to the galaxy, and concluded with the slogan: “You are not the Rebellion – you are the Empire.”.

Reactions to this post were mixed and reflected the political divide. Many users, particularly Star Wars fans, mocked the obvious error with the red lightsaber, which ironically identified Trump with the villains he claimed to be fighting. The White House's use of AI-generated images and the aggressive politicization of a popular cultural phenomenon were also criticized. At the same time, the stunt likely resonated with Trump's supporters, who appreciate the confrontational style and "trolling" of political opponents. The incident was the latest in a series of controversial AI-generated images released by the Trump team, including one that depicted him as Pope Francis's successor shortly after the latter's death. The episode illustrates how popular culture is used as an arena for political battles and how even seemingly trivial errors can become symbolic own goals, while simultaneously mobilizing one's base through provocation.

Case study: Trump's Alcatraz proposal

Another example of symbolic politics was Donald Trump's announcement that he would reopen and expand the infamous Alcatraz Island prison in San Francisco Bay, closed since 1963, to house "America's most reckless and violent criminals." In a post on Truth Social, Trump declared that the reopening of Alcatraz would serve as a "symbol of law and order and justice." He emphasized the deterrent effect of the name and its historical association with a tough stance against crime. He later explained that the name simply sounded powerful and that he saw himself as a "moviemaker.".

The proposal was met with immediate and widespread criticism and skepticism. Commentators pointed to the enormous costs and logistical challenges that had already led to the prison's closure in the 1960s (Alcatraz was three times more expensive to operate than other federal prisons). The island is now a popular tourist attraction and part of the National Park Service. Critics saw the proposal as a purely symbolic gesture with no practical implementation, aimed at bolstering Trump's image as a champion of "law and order." Some commentators drew a direct link to his harsh anti-immigration rhetoric and his plans to house migrants in maximum-security prisons (including those abroad, such as in El Salvador or Guantanamo Bay). Trump's own "Border Czar," Tom Homan, supported the idea as a potential option for housing migrants deemed dangerous. Conservative defenders of the plan argued that Alcatraz's value lay not in cost-effectiveness, but in its symbolic deterrent effect.

The Alcatraz proposal illustrates how political actors use symbolic locations and narratives to appeal to specific voter segments and cultivate a particular political image, even when the proposed measures are unrealistic or extremely costly. The primary goal is to send a powerful signal and reinforce a specific political message in the culture war.

These examples illustrate how symbolic actions—be they memes or unrealistic policy proposals—become powerful tools in a polarized environment. Their primary purpose often lies less in concrete political implementation than in signaling identity, provoking opponents, generating media attention, and cementing the cultural and ideological divides that fuel the “us versus them” mentality. Such actions often bypass substantive debate and target emotions and group affiliation directly. They are efficient means of mobilizing one's own base and antagonizing the opposition, further deepening the cultural divide.

Governing the Digital Public Sphere: Moderation, Regulation and Solutions

The increasing shift of public discourse and political campaigns to the digital sphere presents societies and governments with immense challenges. The question of how to manage this digital sphere to guarantee freedom of expression while simultaneously curbing harmful content such as disinformation, hate speech, and incitement to violence is central to the future of democratic processes.

The dilemma of content moderation

Technology platforms like Meta (Facebook, Instagram), Google (YouTube), X (formerly Twitter), and TikTok face the complex task of enforcing rules for the content shared on their sites. They must strike a balance between protecting freedom of expression and the need to remove or restrict harmful content. Almost all major platforms have developed policies against hate speech, harassment, doxing, terrorist content, and election interference. These policies prohibit, for example, the dissemination of misinformation about election dates or locations, as well as calls for violence against election workers.

However, the implementation of these rules is highly controversial and inconsistent. Critics accuse the platforms of:

Lack of transparency: Decisions regarding moderation are often opaque.

Inconsistent enforcement: Rules are not applied uniformly, often depending on political pressure or the platforms' business priorities. Powerful actors or political figures sometimes appear to be treated differently than ordinary users.

Excessive or insufficient moderation: While some complain about censorship, others criticize platforms for doing too little to combat hate speech, disinformation, and extremism.

Withdrawal from responsibility: Recently, there has been a trend toward deregulation. Elon Musk's acquisition of Twitter (X) and the massive reduction of moderation teams, as well as Meta's decision to abandon its external fact-checking program in favor of a decentralized "Community Notes" system and to relax its rules, are criticized as a withdrawal from responsibility. The protection of free speech is often cited as justification.

In the US legal context, platforms enjoy broad protection from liability for third-party content under Section 230 of the Communications Decency Act. Furthermore, the Supreme Court, in Moody v. NetChoice, affirmed that platforms have a First Amendment right to free speech, which includes editorial control over content curation. At the same time, the First Amendment limits the government's ability to pressure platforms into content moderation ("jawboning"). This complex situation makes regulating content moderation particularly challenging.

Regulatory horizons

In light of the challenges, various regulatory approaches are being discussed and some are being implemented:

Transparency in online advertising: A major shortcoming exists in the regulation of political online advertising in the US, which, unlike television or radio advertising, is subject to hardly any transparency requirements. The “Honest Ads Act,” which would have provided for comprehensive disclosure requirements (clients, costs), public ad archives, and measures against foreign interference, has not yet been passed. Some states have enacted their own laws. The Federal Election Commission (FEC) recently expanded its rules to extend disclaimer requirements to a broader range of “Internet public communications,” including ads on apps and advertising platforms, but with exceptions for very small formats. The regulation of paid promotions (e.g., by influencers) remains unresolved.

Labeling AI Content: In response to deepfakes and AI-generated disinformation, there are efforts to make the use of AI in political advertising transparent. The FCC has proposed requiring corresponding labels for radio and television advertising. Meta already requires this for political ads on its platforms. Twenty-three US states already have laws regulating the use of deepfakes in political campaigns, mostly through labeling requirements. There are also legislative initiatives at the federal level.

Platform accountability: Beyond specific advertising or AI rules, there are calls for general accountability and transparency from platforms regarding their algorithms and moderation practices. The Federal Trade Commission (FTC) could play a role here, for example, in prosecuting “unfair or misleading” business practices. The EU's Digital Services Act (DSA) often serves as a reference model, obligating platforms to assess and mitigate risks and to increase transparency.

Possible interventions and solutions

To combat disinformation and improve digital discourse, a range of measures is being discussed:

Platform measures: Recommendations include improving transparency, more consistent enforcement of their own rules, prioritizing information quality in algorithms (rather than mere engagement), removing deepfakes and maliciously manipulated media, restricting bots and automated distribution, and possibly demoting plagiarized or unoriginal content.

The role of government: Governments can promote independent, professional journalism (e.g., by supporting local media) and should avoid interfering with press freedom. Promoting media and digital literacy among the population is seen as an important long-term component. Legal transparency requirements for platforms are another option.

Civil society and individuals: Expanding fact-checking initiatives (though their reach and impact may be limited), strengthening media literacy through educational programs, and raising public awareness are important contributions. Individuals can make a difference through critical media consumption, using diverse sources, questioning information (especially information that evokes strong emotional reactions or confirms their own beliefs), respectfully correcting misinformation within their own communities, and supporting quality journalism.

A central, recurring problem across moderation, algorithms, and advertising is the lack of transparency on the part of the technology platforms. This lack of transparency makes it significantly more difficult for researchers, policymakers, and the public to understand how information is prioritized, who is behind political messages, and whether moderation decisions are made fairly. This hinders the diagnosis of problems and the development of effective solutions. Legally mandated transparency obligations are therefore becoming a key political demand to break down this "black box.".

The debate surrounding content moderation also reveals a fundamental tension in the US context: the conflict between the principles of free speech (which also protect the platforms' right to curate content and limit government intervention) and the desire to minimize online harm such as disinformation and hate speech. Platforms are caught in the crossfire of political pressure from both sides—accusations of censorship on one side, demands for stricter moderation on the other—and must reconcile this with their own business interests. This often leads to inconsistent or opaque policies and practices, making effective and fair governance of the digital space extremely difficult.

Navigating the Age of Political Fragmentation

The analysis of the political situation in the United States paints a picture of a deeply divided society, whose fragmentation is driven by a complex interplay of various factors. Political polarization is not merely a superficial phenomenon, but is deeply rooted in a dwindling trust in institutions and a growing emotional hostility between the political camps.

This situation is further exacerbated by the personalization of political conflict. Personal attacks, scandals, and controversies surrounding key figures such as John Fetterman, Stephen Miller, Donald Trump, Kamala Harris, and Robert F. Kennedy Jr. often dominate the discourse and serve as projection screens for ideological disputes and partisan animosity. These figures embody, in different ways, the fault lines of society—be it through health crises, radical ideologies, provocative rhetoric, ethically questionable digital tactics, or the challenge to scientific findings.

The changing media landscape plays a crucial role in this process. Declining trust in traditional news sources, the fragmentation of information by digital platforms, and the dominance of algorithms optimized for engagement rather than information quality create an environment in which disinformation and polarizing content can easily spread. The economic difficulties facing journalism, particularly at the local level, further exacerbate this problem.

The technology itself acts as a double-edged sword. While digital tools and artificial intelligence open up new possibilities for political communication and civic participation, they also harbor significant risks. The controversy surrounding the Harris campaign's Google Ads and the use of AI to create deepfakes and targeted disinformation in the 2024 election illustrate the manipulative potential of these technologies. Even if the direct influence of AI on the 2024 election results appeared limited, these developments contribute to the erosion of trust and the pollution of the information ecosystem.

These trends pose significant challenges to American democracy. Polarization makes governance and the resolution of pressing problems more difficult. It undermines social cohesion and trust in facts and institutions that are essential for a functioning democracy. Furthermore, it makes the electorate more susceptible to manipulation and populist rhetoric.

There are no easy solutions to these multifaceted problems. Debates about the responsibility of technology platforms, the limits of state regulation in light of freedom of expression, and the effectiveness of various countermeasures such as transparency obligations, labeling of AI content, or the promotion of media literacy will continue. A promising approach lies in coordinated efforts by various actors – government, the technology industry, civil society, educational institutions, and, not least, the citizens themselves.

Navigating the age of political fragmentation requires sustained vigilance, a critical approach to information from all sources, and conscious efforts to rebuild trust and create spaces for more constructive political discourse. While technological tools rapidly evolve, the underlying political and social divisions require deeper, long-term engagement to strengthen the resilience of democratic institutions and processes in the United States.

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