Message, Perception, and the Beijing Olympics: Impact of Differential Media Exposure on Perceived Opinion Diversity

Abstract

This study investigates the effects of media exposure on individuals’ perception of opinion diversity and the psychological mechanisms underlying such effects. We compare the differential contributions of monopolistic with pluralistic media messages and test two conceptual models: The first delineates a mechanism of direct impact of media exposure on opinion perception; the second specifies a mechanism that relates to social projection effects. Using data from telephone interviews of a random sample of 595 Chinese citizens, we find that perceived opinion diversity is positively related to exposure to pluralistic media messages and negatively related to exposure to monopolistic media messages. Furthermore, opinion extremity is found to mediate such relationships.

Why Do Partisan Audiences Participate? Perceived Public Opinion as the Mediating Mechanism

“…When exposed to congruent media outlets, a person is bombarded with anecdotal evidence that people share his or her views and will probably form an impression of false public consensus (Dvir-Gvirsman, 2014b; Wang et al, 2011; Wojcieszak, 2008). More specifically, the exposure to a biased sample of exemplars renders similar opinions cognitively more accessible and highly salient (Wojcieszak, 2011; Wojcieszak & Rojas, 2011), and as a result, facilitates the formation of public consensus consistent with the ideological media’s perspective (Wojcieszak, 2011; Wojcieszak & Rojas, 2011).…”

“…Indeed, individuals have been shown to perceive media coverage as an indicator of the opinion climate (Noelle-Neumann, 1974). In a niche media that gives voice to congruent opinions, one’s perception of the opinion climate may become biased (Wang, Guo, & Shen, 2011; Webster, 2011; Wojcieszak, 2008). In a logical inversion of the spiral of silence (Noelle-Neumann, 1974), we argue that the perception that public opinion is on one’s side may foster political participation.…”

Spiral of Silence in the Social Media Era: A Simulation Approach to the Interplay Between Social Networks and Mass Media

“…That is, being exposed to attitudinally congruent media might lead to "a false impression of public consensus" (Dvir-Gvirsman et al, 2018, p. 115), making individuals more resistant to social pressure, especially when they are a local minority. As such, overestimating the congruent proportion in generalized others might in turn elevate their likelihood to speak out (Dvir-Gvirsman et al, 2018;Wang, Guo, & Shen, 2011).…”

Risk, Stigma, Trustworthiness, and Citizen Participation—A Multifaceted Analysis of Media Coverage of Dioxin Contamination in Midland, Michigan

“…The internet, world wide web, social media sites, television stations, newspapers, and radio interact in our information network community to orient viewers, readers, and listeners to social problems that can become appreciated as public issues by both members of the public and policy-makers [1]. The media influence public perceptions of events and issues cognitively, by conferring higher status to certain events and problems than to others [2], positively or negatively framing novel information [3], priming prior frames of reference to assist in the interpretation of new information [3], and through the common journalistic norms of balancing contrasting positions on issues [4,5]. The media also increasingly provide the public with the opportunity to voice their opinions and, sometimes, participate in decision-making processes [6].…”