数以百万计的共同购买和评论揭示了两极分化和生活方式政治在在线市场上的传播
Millions of Co-purchases and Reviews Reveal the Spread of Polarization and Lifestyle Politics across Online Markets
摘要：
美国的两极分化已经达到了一个高点，因为市场也在两极分化。然而，现有的研究集中在特定的细分市场和产品上，并没有评估这一趋势的全面性。如果这种断层线确实蔓延到其他没有明确政治性的部分，这将表明生活方式政治的存在-当思想和行为本身没有政治性时，通过与明确的政治性事物的联系而在政治上结盟。我们研究了极化和生活方式政治在不同市场的不同产品领域的普遍性，并测试了消费者和平台层面的网络效应和道德在多大程度上可以解释生活方式政治。具体来说，使用亚马逊的图形和语言数据（1996-2014年950万产品和产品和类别元数据的8250万条评论），我们在2180万个市场实体中抽取了2.346亿个关系，以找到最具政治相关性，对齐和极化的产品类别。然后，我们提取评论文本中存在的道德价值观，并使用这些数据和其他评论者，产品和类别级别的数据来测试个人和平台级别的网络因素是否比产品的隐含道德更好地解释生活方式政治。我们发现生活方式政治无处不在。文化产品的两极分化程度是其他任何细分市场的4倍，产品的政治属性与生活方式政治的相关性是作者水平协变量的3.7倍，道德与生活方式政治的相关性在统计上显着，但相对较小。在这些背景下研究生活方式政治有助于我们更好地理解党派差异的程度和根源，为什么美国人可能如此两极分化，以及这种两极分化如何影响市场体系。
英文摘要：
Polarization in America has reached a high point as markets are also becoming polarized. Existing research, however, focuses on specific market segments and products and has not evaluated this trend's full breadth. If such fault lines do spread into other segments that are not explicitly political, it would indicate the presence of lifestyle politics -- when ideas and behaviors not inherently political become politically aligned through their connections with explicitly political things. We study the pervasiveness of polarization and lifestyle politics over different product segments in a diverse market and test the extent to which consumer- and platform-level network effects and morality may explain lifestyle politics. Specifically, using graph and language data from Amazon (82.5M reviews of 9.5M products and product and category metadata from 1996-2014), we sample 234.6 million relations among 21.8 million market entities to find product categories that are most politically relevant, aligned, and polarized. We then extract moral values present in reviews' text and use these data and other reviewer-, product-, and category-level data to test whether individual- and platform- level network factors explain lifestyle politics better than products' implicit morality. We find pervasive lifestyle politics. Cultural products are 4 times more polarized than any other segment, products' political attributes have up to 3.7 times larger associations with lifestyle politics than author-level covariates, and morality has statistically significant but relatively small correlations with lifestyle politics. Examining lifestyle politics in these contexts helps us better understand the extent and root of partisan differences, why Americans may be so polarized, and how this polarization affects market systems.
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