The Culture War, Partisan Media, and the Deepening Divide in America
For decades, the United States has struggled with political division, but the rise of partisan media and the culture war has pushed the country toward a level of polarization that threatens democracy itself. Issues that were once debated in the realm of policy have become matters of identity, where Americans are increasingly divided along ideological lines, shaping not just how they vote but how they view civil rights, corporate power, and the legitimacy of elections.
The Rise of Partisan Media and the Culture War
By the early 2000s, news consumption had become increasingly partisan. Fox News, positioning itself as the alternative to so-called liberal media, experienced explosive growth in conservative viewership, while CNN and MSNBC catered to more left-leaning audiences. This sorting of media preferences wasn’t just about where people got their news—it was about the narratives being shaped. Rather than fostering debate and consensus, partisan media worked to inflame division, amplifying cultural grievances that became the foundation of the modern culture war.
The 2004 election was a key turning point. The political battle over the Iraq War, same-sex marriage bans, and the infamous “swift-boating” of John Kerry reinforced the power of wedge issues. These cultural flashpoints were not just tools for political campaigns but became entrenched in partisan identity. This period cemented the strategy of using social issues as a way to mobilize voters—not through broad-based policy discussions but through fear, outrage, and tribalism.
The Impact on Civil Rights
One of the most damaging effects of polarization has been on civil rights. The culture war has turned fundamental rights into partisan battlegrounds. Issues such as LGBTQ+ rights, voting rights, and racial justice have become deeply politicized, with conservative media framing them as threats to traditional values and liberal media positioning them as fights for progress and equity.
For example, the push for same-sex marriage in the 2000s was met with aggressive political opposition, leading to ballot initiatives banning it in multiple states. The struggle for voting rights has been framed by conservatives as a battle against election fraud (despite no evidence of widespread fraud) while liberals see it as a fight against voter suppression. As media echo chambers reinforce these narratives, bipartisan solutions become nearly impossible, leaving civil rights vulnerable to the whims of whoever holds power.
Corporate Power and the Culture War
As partisan media has fueled division, corporations have learned to exploit the culture war for profit. Some companies have aligned themselves with progressive values, engaging in corporate activism to appeal to younger, liberal consumers. Others have leaned into conservative backlash, adopting anti-woke branding. But in both cases, the real winner is corporate power itself.
By steering public discourse toward cultural flashpoints, corporations avoid scrutiny of economic issues like wealth inequality, labor rights, and monopolistic practices. Instead of uniting around economic justice, Americans are caught in endless cultural battles, distracted from the policies that consolidate wealth and power at the top.
This is evident in how corporations selectively engage with political issues. Companies will issue statements about Pride Month while donating to politicians who oppose LGBTQ+ rights. They will decry racial injustice while exploiting workers of color. By keeping Americans locked in cultural combat, corporate America ensures that the status quo remains intact.
Elections and the Legitimacy Crisis
The entrenchment of partisan media and the culture war has had an even more dire consequence: the erosion of trust in elections. Conservative media, particularly after the 2020 election, has pushed the idea that any electoral loss is due to fraud. The “Stop the Steal” movement and the January 6th insurrection were direct results of years of right-wing media priming its audience to believe that democracy itself was rigged against them.
This delegitimization of elections is perhaps the most dangerous effect of modern polarization. When a significant portion of the population refuses to accept the results of an election, democracy ceases to function. On the left, there is growing distrust in the Supreme Court and institutions that conservatives have stacked with ideological judges. Faith in American democracy is declining across the board, and partisan media ensures that this distrust remains a permanent feature of political life.
Breaking the Cycle
The current trajectory is unsustainable. As partisan media and the culture war continue to push Americans into opposing camps, the ability to govern effectively is collapsing. The solution requires both media reform and a shift in political strategy.
1. Media Literacy and Diversification – Americans need to recognize the role that partisan media plays in shaping their worldview. Consuming a diverse range of news sources can help break the cycle of ideological isolation.
2. Economic Solidarity Over Cultural Division – Instead of allowing corporations and politicians to use cultural issues to divide Americans, there must be a renewed focus on shared economic interests. Issues like healthcare, wages, and corporate accountability impact all Americans, regardless of party affiliation.
3. Restoring Faith in Democracy – Efforts must be made to ensure elections are free, fair, and trusted. This includes combating voter suppression, securing election infrastructure, and holding media outlets accountable for spreading disinformation.
Polarization and division are not inevitable. They are the result of deliberate strategies that benefit those in power at the expense of the public. By understanding how partisan media and the culture war are used to manipulate and divide, Americans can begin to bridge the divide and work toward a future where democracy—and not division—prevails.