What makes something controversial?

We call all think of something controversial off the top of our heads but what fundamentally makes something controversial in the first place? Do you think there is a "source" or do you believe it is more dynamic than that?

Is it a conflict between morals? Clouded judgement by emotions over logic? I do believe mainstream media fuels this even more because they operate by playing on your emotions which give them more views. But i don't think that is the cause. What do you guys think?
What makes something controversial?
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