Consensus and fragmentation in affective culture: A Bayesian analysis of cultural competence and item difficulty

Affect Control Theory (ACT) posits that the micro-foundation of the social order lies in affective meanings consensually shared within a culture. This study challenges the assumption of consensus in affective culture by integrating ACT with Cultural Consensus Theory and sociological perspectives, offering a view of affective culture as both consensual and fragmented. Using Bayesian methods and data from surveys conducted in France and Germany, the analysis reveals that despite broad consensus, systematic patterns of fragmentation emerge, particularly in the evaluation dimension, which interacts with potency and activity. Moreover, the study shows that cultural competence varies across social positions, reflecting broader social dynamics. These findings advance ACT research methodologically and contribute to understanding how cultural consensus and fragmentation interact in the affective culture.