Unlike any other period in history, audiences have a wide range of choices in media. The digital revolution has made more information easily available, enabling those interested in politics to learn more. However, those not interested in politics can avoid it altogether by selecting entertainment media. This divide between political enthusiasts and the disinterested sets the stage for polarization on the left and right.

The news media operates as a business. In the early 20th century, it therefore made sense for the press to become independent or objective. Technological advancements allowed newspapers to reach large audiences and profit from advertisers. The “explosion of choice and competition” via cable and digital news changed the profitability calculus (146). To win audiences, the media emphasizes political identity, conflict, and celebrity and often adopts a partisan stance. Such coverage—with outrage leading stories—reinforces political identities and increases political stakes. Ironically, the parties that news consumers perceive are quite different from the reality of those parties. Klein cites statistics showing that Democrats believe that 44% of Republicans earn over $250,000 a year, when the actual figure is 2%. Likewise, Republicans believe that 38% of Democrats are gay, lesbian, or bisexual, when only 6% are.