How did people's values during the cold war to create a bipolar view of the world?

During the cold war, the globe was clearly dived into two spectra. One of the 'capitalist' west and the other, the 'communist' Russia.

Both sides used an ideological warfare, blaming each other's social-economic systems as leading to tyranny and injustice.

The values of Americans and people in the west relied on Capitalism, the freedom to do business, the freedom to vote, the freedom to accumulate wealth with hard work.
These were seen as basic of human freedoms and values which the communists wanted to deny.

On the other hand, Communism believed that capitalism represented greed and disregard for the poor. Communism for Russians and the Chinese represented Eastern values, where poverty was rampant and where excess was seen as disgusting.
Collective living, teamwork, helping one another was seen as hallmarks of communism which the west wanted to deny.

Hence, both these ideologies already played into the human values of people living in these countries.