The limits of nuance: how social media undermine nuanced political communication

Purpose This study investigates how social media environments shape evaluations of political information, focusing on whether nuanced viewpoints are devalued relative to more outspoken, radical expressions. Design/methodology/approach We conducted two preregistered experiments with politically moderate participants (N1 = 208; N2 = 269), using a 2 (platform: social media vs. traditional news website) × 2 (message type: nuanced vs. outspoken) between-subjects design. Participants were exposed to political messages embedded in realistic platform simulations. Study 2 extended the design by testing heuristic processing and perceived message–platform fit as mediators. Findings Across both studies, nuanced messages were evaluated significantly less favorably on social media than on news websites. More outspoken (radical) messages were also more attractive when they appeared on social media. Moderated mediation analyses showed that perceived message–platform fit explained these effects: nuanced messages are seen as less congruent with social media norms, which reduces their evaluation. Heuristic processing did not play a significant role. Originality/value This study demonstrates that the devaluation of nuance on social media is not solely driven by algorithmic amplification but also by users' internalized platform expectations. By identifying perceived message–platform fit as a key mechanism, it advances understanding of how digital environments shape the reception of political communication. Peer review The peer review history for this article is available at: Link to the website