Fox News, MSNBC, The New York Times, The Wall Street Journal, The Rush Limbaugh Show, National Public Radio - with so many options, where do people turn for news? This book examines the extent to which our political leanings guide our news selections and whether likeminded news use is democratically consequential.
Fox News, MSNBC, The New York Times, The Wall Street Journal, The Rush Limbaugh Show, National Public Radio--with so many options, where do people turn for news? In Niche News, Natalie Stroud investigates how people navigate these choices and the political implications that their choice ultimately entails. By combining an analysis of the various news formats that citizens rely on with innovative surveys and experiments, she offers the most comprehensive look to date at the extent to which partisanship influences our media selections. At the heart of Niche News is the concept of "partisan selective exposure," a behavior that leads individuals to select news sources that match their own views. This phenomenon helps explain the political forces at work behind media consumption. Just as importantly, she finds that selective exposure also influences how average citizens engage with politics in general. On one hand, citizens may become increasingly divided as a result of using media that coheres with their political beliefs; on the other hand, partisan selective exposure may encourage participation. Ultimately, Stroud reveals just how intimately connected the mainstream media and the world of politics really are, a conclusion with significant implications for the practice of American democracy.
In contrast to early studies of voting behavior, where selective exposure was proposed as an explanation for limited media effects, this dissertation contends that selective exposure is a cause of potentially significant media effects. This study documents the extent of exposure to politically congenial outlets and identifies some of its key causes and consequences. Data from the 2004 National Annenberg Election Survey are used to examine the contours of partisan media use, supplemented by an experiment investigating whether the media environment's structure influences partisan selective exposure. The results offer strong evidence that people choose political media in accordance with their political predispositions, and that political interest and knowledge are prerequisites for selective exposure. Media offerings appear to matter: findings suggest that when people have more media options from which to choose, their long-term exposure decisions are more apt to be biased toward congenial media. Overtime survey analyses suggest that salient political media events may encourage selective exposure. Turning to the consequences, analyses provide support for the view that partisan selective exposure contributes to political participation, limited evidence that it leads people to settle on their vote choice earlier in the campaign, and strong evidence that it leads to higher levels of political polarization. Partisan media use also appears to contribute to differentiated patterns of agenda setting, such that audience members adopt different issue priorities depending on their news exposure. Limited evidence supports the idea that partisan media use primes the use of different issues in judging the president's performance. Results are discussed in light of two contrasting views of partisan media use in writings on communication and democracy. On one hand, partisan selective exposure inspires citizen participation and facilitates a partisan schema for making sense of the political world. On the other hand, it polarizes opinions and fragments the public. This dissertation proposes that, to the extent that the partisan media use is counterbalanced by forces that unite people into a public, it can serve a democratically beneficial role. The explosion of partisan outlets today and the decline of news outlets garnering diverse national audiences, however, warrant critical attention.
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