COVIDisgust: Language processing through the lens of partisanship

Disgust is an aversive reaction protecting an organism from disease. People differ in how prone they are to experiencing it, and this fluctuates depending on how safe the environment is. Previous research has shown that the recognition and processing of disgusting words depends not on the word’s disgust per se but rather on individual sensitivity to disgust. However, the influence of dynamically changing disgust on language comprehension has not yet been researched. In a series of studies, we investigated whether the media’s portrayal of COVID-19 will affect subsequent language processing via changes in disgust. The participants were exposed to news headlines either depicting COVID-19 as a threat or downplaying it, and then rated single words for disgust and valence (Experiment 1; N = 83) or made a lexical decision (Experiment 2; N = 86). The headline type affected only word ratings and not lexical decisions, but political ideology and disgust proneness affected both. More liberal participants assigned higher disgust ratings after the headlines discounted the threat of COVID-19, whereas more conservative participants did so after the headlines emphasized it. We explain the results through the politicization and polarization of the pandemic. Further, political ideology was more predictive of reaction times in Experiment 2 than disgust proneness. High conservatism correlated with longer reaction times for disgusting and negative words, and the opposite was true for low conservatism. The results suggest that disgust proneness and political ideology dynamically interact with perceived environmental safety and have a measurable effect on language processing. Importantly, they also suggest that the media’s stance on the pandemic and the political framing of the issue may affect the public response by increasing or decreasing our disgust.