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Reinforcement of the Political Self Through Selective Exposure to Political Messages

Knobloch-Westerwick, S., & Meng, J.
Journal of Communication, 61 (2), (S. 349–368).
2011

The idea that recipients prefer messages that reinforce preexisting attitudes and self-perceptions has pervaded much communication research, but effects of selective exposure are rarely examined. This 2-session experiment (n = 157) investigates such effects. The first session presented computerized questions on 12 political issue attitudes and political self-concept. Accessibility data were collected based on response times. In the second session, participants browsed through an online magazine including 4 of the 12 issues, each issue being covered by 2 articles featuring opposing viewpoints. Selective exposure was logged and categorized as attitude-consistent or counterattitudinal. Finally, a questionnaire repeated measures for attitudes and self-concept. The results show that participants preferred attitude-consistent over counterattitudinal messages, which strengthened the political self-concept through increased accessibility.

Zitation (APA)

Knobloch-Westerwick, S., & Meng, J. (2011). Reinforcement of the Political Self Through Selective Exposure to Political Messages. Journal of Communication, 61(2), 349–368.