Abstract

To better navigate social interactions, we routinely (consciously or unconsciously) categorize people based on their distinctive features. One important way we do this is by ascribing political orientations to them. For example, based on certain behavioral cues, we might perceive someone as politically liberal, progressive, conservative, libertarian, Marxist, anarchist, or fascist. Although such ascriptions may appear to be mere descriptions, I argue that they can have deeper, regulative effects on their targets, potentially politicizing and polarizing them in ways that remain underexplored in research on political polarization. To capture this dynamic, I introduce the notion of ‘politicizing mindshaping,’ distinguish it from other types of politicization, and review evidence suggesting that politicizing mindshaping is likely common. Finally, I contend that the pernicious effects of politicizing mindshaping may currently be significantly underestimated. This is because, unlike in many other cases of social labeling, negativity in political labeling is, to some extent, widely tolerated – even encouraged – and largely unconstrained by social norms in democratic countries.