This study seeks to resolve a paradox. While a substantial amount of schola
rly research and media discourse suggests a growing divisiveness among Amer
icans on a variety of social and moral issues, empirical studies show that
attitudinal differences among various groups on these issues have remained
fairly stable over the past 25 years. Basing our study largely on social ca
tegorization theory and recent work on culture, structure, and cognition, w
e propose that several key historical events during the 1970s and 1980s inc
reased the salience of many social and moral issues while concomitantly red
efining the terms conservative and liberal These events led members of orth
odox religious denominations to increasingly categorize themselves as conse
rvative and members of progressive religious denominations to categorize th
emselves as liberal despite a lack of attitudinal changes. They further dev
eloped a more negative opinion of out-group members. Data from the GSS prov
ide qualified support for this perspective. Implications of this study are
discussed.