[tunesmith]

Yeah, and you could see it coming. I remember joking pre-2016 about the upcoming election, wondering how many of my friends would start unfriending each other. I had no idea how big a change was actually coming.

I wonder why it didn't happen in 2012. I remember ACA arguments on Facebook but while they were contentious, they were generally value-driven and not based off of batshit lies.

[Macha]

Politicians are generally an older crowd. Obama got a lot of credit in 2008 for twitter use, wherein that use was basically tweeting campaign statements and updates.

It was probably 2016 by the time that politicians realised they could use social media to whip up such strong feelings to maybe benefit their campaigns.

People certainly disagreed with each other online in 2012 (I remember reddit had subreddits dedicated to complaining about how much pro Ron Paul content was posted in the mainstream subreddits), but I think it's the active engagement of the politicians themselves that turbo charged this.

[saghm]

> I wonder why it didn't happen in 2012. I remember ACA arguments on Facebook but while they were contentious, they were generally value-driven and not based off of batshit lies

Both candidates in 2012 went out of their way to maintain civility to each other publicly. I think when a candidate treats their opponent with respect, the followers tend to follow mostly in suit, but if they don't, it kind of just opens the floodgates, and once that happens, there's no going back.

[RNCTX]

> Both candidates in 2012 went out of their way to maintain civility to each other publicly.

When George W. Bush was running for governor of Texas against Ann Richards in the late 90s (before anyone but us was on the internet), Karl Rove distributed printed pamphlets, particularly in churches in East Texas among evangelicals, talking about her secret lesbian lover. She's not a lesbian.

And of course when Hillary Clinton lost in 2016 she invented (or paid someone else to invent, more accurately) this ridiculous Russian conspiracy narrative that persists because press outlets affiliated with her party continue to amplify it.

In 2000, the aforementioned GW Bush's party had the chief justice of the SCOTUS (who incidentally got that job despite living in an AZ neighborhood back in the 60s deed restricted to whites only and organizing a sort of election day mob that would physically confront non-white voters standing in line to vote) stop counting ballots to ensure that Bush won.

Before Reagan appointed Rehnquist chief justice, when he was campaigning against Carter in 1979/80, he was giving speeches at notorious lynching sites around the former confederate states and talking about the "oppression of the IRS" (this was shortly after the IRS had stripped Bob Jones University of its non-profit status during Carter's tenure for refusing to admit black students).

Civility is anomaly, not the trend.

I'm all for criticizing Facebook for what Facebook does wrong but it's just a mirror, it doesn't have any original content on it. The same can be said of political candidates. If their message lacks resonance with what would-be voters believe already, no one will repeat it.