The text analyzes contemporary political mobilization as a struggle for the limited resource of attention, where controversy becomes an effective communication tool. The author invokes theories of agenda-setting and flaming to explain how language shapes citizens' perception of reality. A key element is the analysis of social identity as well as mechanisms of affective polarization and cognitive dissonance, which cause political beliefs to become part of an individual's 'self'. The article also draws attention to the ritualistic nature of political rallies (collective effervescence) and the performative aspect of populist leadership. Overall, it shows how cognitive psychology and crowd sociology are utilized to build lasting group bonds and resistance to facts in a polarized political environment.
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