Why do we polarise?

Originally from the FT:

We have all become more polarized in how we respond to news and institutions. We now cannot simply raise an eyebrow in response to a topical item, but respond in either the extreme positive – or negative.

We now live in an age where we are either Brand Talibans – whatever the organization does, good or bad, will actually reinforce our negativity – or at the other end of the spectrum – Brand evangelists – stoutly defending the organization, whatever is thrown at it.

This increasing black / white polarization, I would suggest, is down to our increasing alienation in a faster moving world, where we have to resort to fundamental good / bad safe / unsafe judgment calls to maintain our sense of well-being. Hating or loving BP reinforces our world, as we choose to see it.

Yes there are those who will hate BP more (if they are so inclined), but equally there are others who will become more resolutely pro-BP, whatever the headlines it continues to spill.


From here although in their context they've asked why Apple are either loved or hated.