Approaching issues through the lens of nonnegotiable values increases the perceived intractability of debate (Baron & Spranca in Organizational Behavior and Human Decision Processes, 70, 1-16, 1997), while focusing on the concrete consequences of policies instead results in the moderation of extreme opinions (Fernbach, Rogers, Fox, & Sloman in Psychological Science, 24, 939-946, 2013) and a greater likelihood of conflict resolution (Baron & Leshner in Journal of Experimental Psychology: Applied, 6, 183-194, 2000). Using comments on the popular social media platform Reddit from January 2006 until September 2017, we showed how changes in the framing of same-sex marriage in public discourse relate to changes in public opinion. We used a topic model to show that the contributions of certain protected-values-based topics to the debate (religious arguments and freedom of opinion) increased prior to the emergence of a public consensus in support of same-sex marriage (Gallup, 2017), and declined afterward. In contrast, the discussion of certain consequentialist topics (the impact of politicians' stance and same-sex marriage as a matter of policy) showed the opposite pattern. Our results reinforce the meaningfulness of protected values and consequentialism as relevant dimensions for describing public discourse and highlight the usefulness of unsupervised machine-learning methods in tackling questions about social attitude change.
Keywords: Consequentialism; Latent Dirichlet allocation; Protected values; Reddit; Same-sex marriage.