How social media fires people's passions – and builds extremist divisions

Robert V. Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations at USC Annenberg, a position he shares with the USC Marshall School of Business. Robert has authored and co-authored over 150 pieces of research on the intersection of technology, media, brands, and consumers. In one study released in late October by the Pew Research Center, Americans were found to have become increasingly partisan in their views. On issues as diverse as health care, immigration, race, and sexuality, Americans today hold more extreme and more divergent views than they did a decade ago. Robert Kozinets discusses the reason for this change.