No Need to Watch: How the Effects of Partisan Media Can Spread via Interpersonal Discussions

James N. Druckman, Matthew S. Levendusky, Audrey McLain

Research output: Contribution to journalArticlepeer-review

37 Scopus citations

Abstract

To what extent do partisan media sources shape public opinion? On its face, it would appear that the impact of partisan media is limited, given that it attracts a relatively small audience. We argue, however, that its influence may extend beyond its direct audience via a two-step communication flow. Specifically, those who watch and are impacted by partisan media outlets talk to and persuade others who did not watch. We present experimental results that demonstrate this process. We therefore show that previous studies may have significantly underestimated the effect of these outlets. We also illustrate that how the two-step communication flow works is contingent upon the precise composition of the discussion group (e.g., is it consistent of all fellow partisans or a mix of partisans?). We conclude by highlighting what our results imply about the study of media, preference formation, and partisan polarization.

Original languageEnglish (US)
Pages (from-to)99-112
Number of pages14
JournalAmerican Journal of Political Science
Volume62
Issue number1
DOIs
StatePublished - Jan 2018

ASJC Scopus subject areas

  • Sociology and Political Science
  • Political Science and International Relations

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