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Lifestyle politics emerge when activities that have no substantive relevanceto ideology become politically aligned and polarized. Homophily and socialinfluence are able generate these fault lines on their own; however, socialidentities from demographics may serve as coordinating mechanisms through whichlifestyle politics are mobilized are spread. Using a dataset of 137,661,886observations from 299,327 Facebook interests aggregated across users ofdifferent racial/ethnic, education, age, gender, and income demographics, wefind that the most extreme instances of lifestyle politics are those which arehighly confounded by demographics such as race/ethnicity (e.g., Black artistsand performers). After adjusting political alignment for demographic effects,lifestyle politics decreased by 27.36% toward the political "center" anddemographically confounded interests were no longer among the most polarizedinterests. Instead, after demographic deconfounding, we found that the mostliberal interests included electric cars, Planned Parenthood, and liberalsatire while the most conservative interests included the Republican Party andconservative commentators. We validate our measures of political alignment andlifestyle politics using the General Social Survey and find similar demographicentanglements with lifestyle politics existed before social media such asFacebook were ubiquitous, giving us strong confidence that our results are notdue to echo chambers or filter bubbles. Likewise, since demographiccharacteristics exist prior to ideological values, we argue that thedemographic confounding we observe is causally responsible for the extremeinstances of lifestyle politics that we find among the aggregated interests. Weconclude our paper by relating our results to Simpson's paradox, culturalomnivorousness, and network autocorrelation.

Demographic Confounding Causes Extreme Instances of Lifestyle Politics on Facebook