How Media Influences Political Affiliation and Impacts Political Participation

Robert Schaffer

Co-Presenters: Individual Presentation

College: College of Liberal Arts

Major: MA.COMM/STUDIES

Faculty Research Mentor: Mi, Estelle  

Abstract:

News consumers in the twenty-first century have a wide array of media choices at their disposal. With the advent of social media sites (SMS) the need to obtain news from traditional media has declined and users can limit news feeds that offer political information that doesn't align with their beliefs. Artificial intelligence (AI) through algorithms can intensify beliefs that are anchored by individuals. The spread of misinformation and bias on SMS gives rise to distorted perceptions, or distrust in the media that can affect ones' political stance and promote polarization. Addressing the motivational underpinnings of the public's reliance on SMS for news is crucial to the survival of our democratic republic. It is dependent on the ability of the citizenry to access political news that is informative, accurate, and one that fosters curiosity to consume more news. The purpose of this study is to understand how media influences political affiliation and impacts political participation. The methodology draws on the analysis of scholars' research. Their findings indicated that when social media and traditional news are consumed, ones' self-efficacy and political identity are strengthened which promotes civic engagement. This behavior induces individuals to seek more news. The broader implication of this research suggests that citizens who are devoid of political knowledge cannot protect their civil rights and liberties. The aim of this study is to bring heightened awareness about news seekers' reliance on SMS in order to foster a more balanced approach with the consumption of traditional media in tandem with SMS.