Drowning Out the Message: How Online Comments on News Stories About Nike’s Ad Campaign Contributed to Polarization and Gatekeeping

Lee, Jin‐Hee; Zaher, Zulfia; Simpson, Edgar; Erzikova, Elina

doi:10.1177/1931243120951564

Electronic News

2020

DOI: 10.1177/1931243120951564

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Drowning Out the Message: How Online Comments on News Stories About Nike’s Ad Campaign Contributed to Polarization and Gatekeeping

Jin‐Hee Lee

Zulfia Zaher

Edgar Simpson

et al.

Abstract: This study examined audience commentary on Fox News, Cable News Network, and MSNBC’s YouTube and Facebook platforms associated with news stories on Nike’s selection of controversial former National Football League quarterback Colin Kaepernick as the spokesman for its 2018 campaign. The study, using the theory of gatekeeping as a starting point, sought evidence for a drowning effect, in which the audience strayed from the primary message of the journalism presented to it. Content analysis revealed a significant… Show more

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Social Media Use and Political Polarization: the Mediating Role of Political Engagement and Political Loyalty

2021

International Journal of Media and Information Literacy

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This study examines how usage of social media influence political polarization. Using data from the students of different public and private universities of Lahore, this study investigates the association between usage of social media and political polarization and proposes that political engagement and political loyalty can be potential mediators between the relationship of social media usage and political polarization (issue based, leadership based, and party based). Correlation research design was used to collect the data. A sample of 350 students were taken through purposive sampling technique. Smart Partial least square 3.2.7 has been used to analyze and test the conceptual model. Findings show that usage of social media has significant direct effect on political engagement and political loyalty. In addition to this, social media usage is a significant predictor of political polarization. Results further show that indirect effect of social media usage on polarization was mediated by political engagement and party loyalty. We observed that more usage of social media helps the participants to engage in politics and identify themselves with a certain political party. This study has highlighted the role of social media in motivating the users towards political participation. This high-level users' participation on social networking sites is creating ideological divergence. The implications of these findings have been discussed in detail.

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Social Media Use and Political Polarization: the Mediating Role of Political Engagement and Political Loyalty

2021

International Journal of Media and Information Literacy

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Drowning Out the Message: How Online Comments on News Stories About Nike’s Ad Campaign Contributed to Polarization and Gatekeeping

Cited by 1 publication

References 36 publications

Social Media Use and Political Polarization: the Mediating Role of Political Engagement and Political Loyalty

Social Media Use and Political Polarization: the Mediating Role of Political Engagement and Political Loyalty

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