The backfire effect regarding confirmation bias has been long established. Basically, when someone presents you with information that contradicts your existing political/religious/ideological beliefs, it just makes you double down on your existing beliefs.

Yes, this is basically what happens when the right calls the left 'SJWs' and the left calls the right 'Fascist Nazis'. The back and forth backfire effect is driving a massive ideological wedge between the population.