National politics ignites more talk of morality and power than local politics

Politics and the media in the United States are increasingly nationalized, and this changes how we talk about politics. Instead of reading the local news and discussing local events, people are more often consuming national media and discussing national issues. Unlike local politics, which can rely on shared concrete knowledge about the region, national politics must coordinate large groups of people with little in common. To provide this coordination, we find that national-level political discussions rely upon different themes than local-level discussions, using more abstract, moralized, and power-centric language. The higher prevalence of abstract, moralized, and power-centric language in national vs. local politics was found in political speeches, politician Tweets, and Reddit discussions. These national-level linguistic features lead to broader engagement with political messages, but they also foster more anger and negativity. These findings suggest that the nationalization of politics and the media may contribute to rising partisan animosity.