Polarización política y medios de comunicación, su impacto en la democracia y en la sociedad.

This article examines the relationship between political polarization and the media in contemporary society. Polarization has become a prevalent phenomenon in many countries, characterized by the increasing division of opinions and extreme attitudes among different political groups. Media, as key actors in disseminating information and shaping public opinion, play a crucial role in perpetuating or mitigating this process. This work presents a conceptualization of the phenomenon and examines its connection with the media landscape, establishing its origins as well as its consequences: audience segmentation, sensationalism, and media bias. Additionally, an exploration is conducted on artificial intelligence, data analysis, message personalization, chatbots, or algorithms as influential agents in the growth of political polarization. The effects of polarization impact society's media consumption and the functioning of democracy itself. Informational fragmentation, growing distrust towards media, and political disengagement are some of the most significant consequences. Therefore, this article addresses possible solutions and strategies to promote a more constructive and less polarized public discourse. [ABSTRACT FROM AUTHOR]