Polarization is generally considered as something undesirable that needs to be resolved. To reduce polarization, it is important to understand what processes cause it. Brandsma (2016) developed a framework that helps to understand the process of polarization. The framework also intends to formulate a communication strategy to address a polarized situation. The current study investigates how social media data as derived from a specific polarized case relates to Brandsma’s framework. Using Twitter data, we investigated the case of Black Pete in The Netherlands. Results provided support for the Brandsma framework. At the same time, this study provided additional, more nuanced insights into the subtle communicative aspect of polarization. Results showed that polarization is a process of change in which identity (“us” vs. “them”) as well as the issue itself (proponents vs. opponents) play an important role. By using these insights, the negative effects of polarization may be addressed differently. The key to reducing polarization lies in the ability to change while maintaining or developing the identity of groups that oppose each other.