Partisan "New Media" and Opinion Change, 2002-2004

Abstract

<jats:p>When gathering news about public affairs, citizens may now choose from a broader selection of political “new media” outlets that provide programming closely aligned with their opinions and worldviews. This study explores whether partisan opinion-based communication such as that broadcast on talk radio influence the views of their audiences. It finds that between 2002 and 2004 Democrats who regularly listened to political talk radio developed distinctly cooler feelings toward President Bush and other high-profile GOP leaders. Although these findings provide no decisive proof of media effects, they do raise questions about partisan new media’s contributions to polarization in the electorate at large. As more partisan outlets become available, existing political cleavages may widen.</jats:p>