Contagious Civility

Simply WATCHING respectful conversation can depolarize us, new research finds

Most people online aren’t insulting others—they’re watching. From toxic X threads to TikTok livestreams, we’re flooded with examples of how not to handle conflict. But what if we watched something better—could we depolarize just by watching?

A growing body of research suggests that watching others engage in respectful political dialogue—what scholars call vicarious intergroup contact—can meaningfully reduce polarization. With people spending more than half of their waking hours watching online content, this passive participation could be a surprisingly powerful tool to build cohesion and resilience to extremism.

Perception matters

More in Common’s “Perception Gap” study found that Americans dramatically misunderstand the views of people on the other side of the political aisle. In the United States for example, Democrats estimate that only half of Republicans believe racism still exists; in reality, it’s closer to 80%.

These misperceptions fuel fear and disdain. It makes the idea of engaging in dialogue all that more scary and offputting. But what if people could see their “opponents” up close—articulating their beliefs calmly, expressing empathy, and listening?

That’s what a 2024 study aimed to do, titled ‘Content That’s as Good as Contact? Vicarious Intergroup Contact and the Promise of Depolarization at Scale.’ It presents the results of a randomized trial with over 2,000 Americans shown either a 50-minute documentary of a Braver Angels bipartisan dialogue workshop, a nature film, or no video at all.

Watching works

According to the researchers, watching the Braver Angels documentary reduced affective polarization by 0.14 standard deviations—a meaningful shift for such a light-touch intervention. Viewers reported greater trust toward out-party members and were less likely to stereotype them as threatening or ‘un-American’. They also became more optimistic about democratic resilience and the potential of dialogue.

Passive observation alone made a measurable difference, concluded the four researchers from Brown University, the University of Houston, the University of Pennsylvania and the University of Utah.

“Vicarious intergroup contact delivered via mass media can be an effective, inexpensive, and scalable way to promote depolarization among Americans.”

While the documentary’s impact was smaller and less lasting than an in-person workshop, it delivered about 76% of the effect at a fraction of the cost. A thousand workshops might reach 32,000 people for over $1.1 million; the same budget could expose 113,000 viewers to the film, even if paid $10 each. It’s not a substitute—just a scalable gateway to deeper engagement.

Vicarious contact: a safer way in

Vicarious contact avoids confrontation. You’re not debating—you’re observing. For those wary of being attacked or judged, watching respectful dialogue is a safer way in. It’s a subtle shift, but a profound one—from spectator of conflict to spectator of connection.

This harks back to a wide body of evidence, as seen through Bridge Entertainment Labs’ curated library showing that narrative media can shift perceptions, reduce prejudice, and encourage empathy across divides.

Consider Search for Common Ground’s All We Share campaign. Launched ahead of the 2024 election, it emphasized shared values among diverse Americans. A meta evaluation two dozen similar initiatives to reduce polarization found that such initiatives reduced feelings of threat and increased hope for the country’s future—especially among young people. For decades, Search for Common Ground produced and broadcast popular television and radio dramas showing characters in Yemen, Sierra Leone, Nepal and elswhere handling conflict constructively. The norms inspired by these shows were regular, gentle nudges for people to find the courage to try dialogue with their adversaries in the real world.

It’s possible to make constructive dialogue compelling, such as Jubilee’s Middle Ground series on YouTube. In each episode, people with opposing views—on guns, religion, immigration—sit down for structured, civil dialogue. In the comment sections viewers say they’ve reconsidered positions or felt unexpected empathy.

Nudging the norm

Most people encounter political "others" not in workshops, but online—in comment sections, livestreams, forums, and game chats. These are often designed for competition and are increasingly scrutinized as polarizing breeding grounds for incels, violent misogyny or other narratives supporting the use of violence.

Balancing compelling, engaging content with a healthier norm could make civility contagious. Imagine a few possibilities:

• Livestreams or short-form content where influencers engage in respectful, fun, values-based dialogue across difference;

• Gaming events or features which reward players for successfully coooperating across different regions or backgrounds; or

• TikTok duets or reaction videos that show disagreement without disdain or model curiosity.

In each case, the watcher doesn’t need to engage directly. They just need to see that dialogue is possible, that “the other side” isn’t a villain, and that mutual respect is a norm—not a rarity.

Here are some ways platforms could support this:

• Feature and uprank creators who model constructive dialogue,

• Promote content that highlights what people share, and

• Design algorithms that reward curiosity.

Depolarization doesn’t have to start with hard conversations. It can start with what people see when they log on. Sometimes, the first step is simple: just watching.

Lena Slachmuijlder Co-Chairs the Council on Tech and Social Cohesion.