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Abstract ▼ AI-Helper

Focusing on non-political online communities as alternative forums for political talk and participation, this study investigated the effects of politically-motivated selective exposure on attitude polarization. Specifically, it was expected that one’s selective exposure to political messages would...

Focusing on non-political online communities as alternative forums for political talk and participation, this study investigated the effects of politically-motivated selective exposure on attitude polarization. Specifically, it was expected that one’s selective exposure to political messages would increase the degree of congenial bias in her/his own perception of the opinion climate within an online community and, as a result, intensify the extent of attitude polarization. Partisan selective exposure was also expected to contribute indirectly to attitude polarization by strengthening one’s identification with a particular political group. To explore these mediating mechanisms, this study conducted an online survey of a total of 300 online-community users in the Seoul mayoral by-election of 2011. According to the results, first, selective exposure significantly strengthened one’s assimilation bias in opinion perception. However, the mediating role of congenial opinion perception in the relationship between selective exposure and attitude polarization was demonstrated only among relatively progressive users. Second, the mediating role of political group identification was not supported. Third, selective exposure to political messages did not directly reinforce attitude polarization. The implications and limitations of the study were discussed.

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