Media Use and Political Predispositions: Revisiting the Concept of Selective Exposure |
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Authors: | Natalie Jomini Stroud |
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Institution: | (1) Department of Communication Studies, University of Texas at Austin, 1 University Station, A1105, Austin, TX 78712, USA |
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Abstract: | Today, people have ample opportunity to engage in selective exposure, the selection of information matching their beliefs.
Whether this is occurring, however, is a matter of debate. While some worry that people increasingly are seeking out likeminded
views, others propose that newer media provide an increased opportunity for exposure to diverse views. In returning to the
concept of selective exposure, this article argues that certain topics, such as politics, are more likely to inspire selective
exposure and that research should investigate habitual media exposure patterns, as opposed to single exposure decisions. This
study investigates whether different media types (newspapers, political talk radio, cable news, and Internet) are more likely
to inspire selective exposure. Using data from the 2004 National Annenberg Election Survey, evidence supports the idea that
people’s political beliefs are related to their media exposure—a pattern that persists across media types. Over-time analyses
suggest that people’s political beliefs motivate their media use patterns and that cable news audiences became increasingly
politically divided over the course of the 2004 election.
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Keywords: | Selective exposure Media Presidential politics Partisanship Political ideology 2004 election |
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