Following the News? Reception of Uncivil Partisan Media and the Use of Incivility in Political Expression

Partisan, pundit-based media gets blamed for making political discourse more uncivil, and studies on incivility in mediated discourse have found that uncivil political media can induce negative reactions in audiences. However, how use of uncivil media affects the way individuals express their political views has yet to receive substantial scholarly attention. I hypothesize that tuning in to uncivil political media leads to an increased propensity to use incivility in textual political expression. I develop an index to identify incivility in political expressions, and test my hypothesis using panel data analysis and an open-ended survey item in the 2008 National Annenberg Election Survey. I find that, consistent with my hypothesis, use of uncivil media—specifically pundit cable news and political talk radio—leads to an increased use of incivility when expressing text-based political opinions. Furthermore, this only occurs with reception of like-minded uncivil political media. I note the implications this has for online political discourse and effective deliberation.     

Expanding the Conversation: Multiplier Effects From a Deliberative Field Experiment

Do formal deliberative events influence larger patterns of political discussion and public opinion? Critics argue that only a tiny number of people can participate in any given gathering and that deliberation may not remedy—and may in fact exacerbate—inequalities. We assess these criticisms with an experimental design merging a formal deliberative session with data on participants’ social networks. We conducted a field experiment in which randomly selected constituents attended an online deliberative session with their U.S. Senator. We find that attending the deliberative session dramatically increased interpersonal political discussion on topics relating to the event. Importantly, after an extensive series of moderation checks, we find that no participant/nodal characteristics, or dyadic/network characteristics, conditioned these effects; this provides reassurance that observed, positive spillovers are not limited to certain portions of the citizenry. The results of our study suggest that even relatively small-scale deliberative encounters can have a broader effect in the mass public, and that these events are equal-opportunity multipliers.     

Compensator,Amplifier, or Distractor? The Moderating Role of Informal Political Talk on the Effect of News Media Use on Current-Affairs Learning Among First-Time Voters

With an increasing number of young people turning away from traditional news sources, an important question for democracy is whether alternative sources can help learning about politics and current affairs. In this study, we examine to what extent informal political talk with friends, family, and peers narrows or widens knowledge gaps amongst young people by compensating those with low news media use (“helping the poor”), amplifying news media effects amongst those with high news media use (“the rich get richer”), or distracting those with high news media use (“taxing the rich”). To test these different potentials, we take advantage of a four-wave panel study fielded ahead of the Danish National Election in 2015 among a sample of Danish first-time voters (ages 17 to 21). Our results show that informal political talk functions mostly as a compensator by informing those with low news media use about current political affairs and thereby helps decrease knowledge gaps caused by different levels of news media use.     

Technology Firms Shape Political Communication: The Work of Microsoft,Facebook, Twitter,and Google With Campaigns During the 2016 U.S. Presidential Cycle

This article offers the first analysis of the role that technology companies, specifically Facebook, Twitter, Microsoft, and Google, play in shaping the political communication of electoral campaigns in the United States. We offer an empirical analysis of the work technology firms do around electoral politics through interviews with staffers at these firms and digital and social media directors of 2016 U.S. presidential primary and general election campaigns, in addition to field observations at the 2016 Democratic National Convention. We find that technology firms are motivated to work in the political space for marketing, advertising revenue, and relationship-building in the service of lobbying efforts. To facilitate this, these firms have developed organizational structures and staffing patterns that accord with the partisan nature of American politics. Furthermore, Facebook, Twitter, and Google go beyond promoting their services and facilitating digital advertising buys, actively shaping campaign communication through their close collaboration with political staffers. We show how representatives at these firms serve as quasi-digital consultants to campaigns, shaping digital strategy, content, and execution. Given this, we argue that political communication scholars need to consider social media firms as more active agents in political processes than previously appreciated in the literature.     

Digital Fit as a Leg-Up for Nongovernmental Organizations’ Media and Political Success

Two important and understudied dimensions of the interaction between politics and the digital revolution are the impact of digital technology on the ability of nongovernmental organizations (NGOs) to win more media coverage and to successfully influence the political processes. This original quantitative comparison of 50 Israeli NGOs examined two main issues: the impact of technology on the ability of organizations to achieve mass media and political success and whether some groups are better positioned than others to exploit technology to their advantage. A theoretical concept labeled digital fit was introduced and put to a statistical test using data from a survey of 50 NGO leaders and a survey of 15 key politicians who were asked to rank the political impact of organizations they are familiar with from relevant parliamentary committees they are members of. Digital fit is defined as a cluster of digitally related variables that puts political actors in a better position to harness digital technology to self-produce and self-distribute multimedia messages for the purpose of advocating their cause to mass media outlets and politicians. A prospective dimension of digital fit is its potential to stimulate power shifts between the old guard of successful political-communication actors and a new breed of successful challengers. Results showed that digital fit had a strong positive direct effect on mass media success and a mediated influence on political success. There are positive signs that conventional models are shifting in a way that empowers new political actors.     

Do Online Ads Influence Vote Choice?

Do online ads influence vote choice? We partner with a German party to evaluate the effectiveness of online ads using a cluster-randomized experiment. During the 2016 Berlin state election, 189 postal districts were randomly assigned to (a) emotional ads; (b) factual ads; or (c) no ads. Analyzing electoral results at the postal district level, we find that the overall campaign weakly increased the party’s vote share by 0.7 percentage points (p-value = 0.155). We also estimate a negative effect of the campaign on the vote share of the party’s main competitors of 1.4 percentage points (p-value = 0.094). Turning to the mechanism of persuasion, we find that the factual ads, if anything, fared slightly better than the emotional ads. Our evidence thus provides tentative support that online ads positively affect vote choice.     

What Drives Political Participation? Motivations and Mobilization in a Digital Age

This article provides insights into the driving forces that underpin new forms of political participation. Digital technologies offer opportunities for engaging in a wide range of civically oriented activities, each of which can contribute to deeper democratic engagement. Conventional acts of political participation are argued to be driven primarily by intrinsic motivations relating to self-efficacy and empowerment, with participants feeling they can have influence over decision makers. Little research explores whether similar motivations drive participation in less conventional acts, as well as whether mobilization attempts via social media by peers or political organizations mediate those motivations. Drawing on data from a survey among a representative sample of the U.K. electorate, we find the offline and online spheres of agency remain fairly distinct. Intrinsic and extrinsic motivations both matter but extrinsic motivations have the strongest explanatory power independent of the sphere of activity. The mediating effect of mobilization tactics has a minimal effect on extrinsic motivations, online or offline, but online intrinsic motivations lose their explanatory power. As intrinsic factors offer little explanatory power, some forms of online political participation may lack meaning to the individual. Rather, these non-conventional acts result from reward seeking and are more likely to be encouraged by nongovernmental campaigning organizations, suggesting social media users are most likely to perform simple acts in support of non-contentious causes.     

Partisan Media and Engagement: A Field Experiment in a Newly Liberalized System

How does media exposure affect political engagement in newly liberalized systems? Some celebrate newly vibrant and diverse media, believing that they mobilize citizens. Others worry that these outlets, which are often partisan, dampen engagement. We theorize that exposure to political programming engenders interest in politics irrespective of program bias, but that interest does not necessarily beget action. Partisan media affect participation only when altering attitude strength, and thus motivations. To evaluate media effects on interest and participation, we conducted a field experiment in Ghana, in which subjects in tro-tros (commuter vans) were randomly exposed to different types of live talk radio. We find that partisan and nonpartisan media increased political interest, but not participation. Instead, exposure to alternate perspectives on cross-cutting media (i.e., those biased against subjects’ partisan preferences) heightened ambivalence and dampened participation, measured as signing a petition to parties. Partisan media simultaneously increased interest and decreased participation.