Social media as a behavior depolarizer: evidence from Russia-Ukraine conflict

Purpose Social media has played a pivotal role in polarizing views on Russia-Ukraine conflict. The effects of polarization in online interactions have been extensively studied in many contexts. This research aims to examine how multiple social media sources may act as an integrator of information and act as a platform for depolarizing behaviors.Design/methodology/approach This study analyzes the communications of 6,662 tweets related to the sanctions imposed on Russia by using textual analytics and predictive modeling.Findings The research findings reveal that the tweeting behavior of netizens was depolarized because of information from multiple social media sources. However, the influx of information from non-organizational sources such as trending topics and discussions has a depolarizing impact on the user's pre-established attitude.Research limitations/implications For policymakers, conflict mediators and observers, and members of society in general, there is a need for (1) continuous and consistent communication throughout the crisis, (2) transparency in the information being communicated and (3) public awareness of the polarized and conflicting information being provided from multiple actors that may be biased in the claims being made about the conflict crisis.Originality/value While previous research has examined Russia-Ukraine conflict from a variety of perspectives, this is the first study to examine how social media might be used to reduce attitude polarization during times of conflict.