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Effects of Media Exposure on the Political Polarization Patterns of Students in Pakistan Vol. IV, No. III (Summer 2019) 293 Selective Exposure and Polarization Polarization is the phenomenon active in all political systems. It is known as having an extreme viewpoint about affiliate party. It is beyond moderation and individuals do not have the flexibility to tolerate any else’s perspective. Most of the studies on political polarization were conducted in America as an emerging phenomenon in American politics. A strong polarity has been witnessed there (McCarty, Poole, & Rosenthal, 2006). In this polarized environment, media outlets often report political news from ideological perspectives(Arceneaux, Johnson, & Murphy, 2012; Groseclose & Milyo, 2005). These media ideological biases may lead to polarization among the voters and influence the elections outcome (Bernhardt, Krasa, & Polborn, 2008). In Pakistan, we are also observing the era of partisan media due to the polarization among the individuals of society. Although partisan media framed issues and events of society according to specific political stance, yet partisan individuals evaluate and perceive media content differently (Vallone, Ross, & Lepper, 1985). In this way, audience expose themselves to specific information which reinforces their political beliefs (Garrett et al., 2014). In an experimental study of American scholars Iyengar and Hahn (2009) revealed that republicans and conservatives mostly prefer news stories on Fox News and they tend to keep them away from NPR and CNN. On the other side, Democrats and liberals give more attention to CNN and NPR, and they tend to avoid Fox News. On the other side, that polarization patterns of individuals may vary according to the nature of political issues. While exploring the dynamics of political polarization, Baldassarri and Bearman (2007) argue that polarization on one issue need not lead to polarization on all issues. Similarly, according to Prior (2013) also argued that it is difficult to say that ordinary Americans are becoming partisan. On contrary, Dilliplane (2014)found that partisan news play a vital role in vote choice rather than simple reinforcement of voting choice. In this study, the role of media is investigated regarding polarization with the relation to “selective exposure theory”. Selective exposure is the phenomenon in which audience expose themselves to a specific type of information which reinforce their beliefs (Sears & Freedman, 1967; Taber & Lodge, 2006). People give more attention to their preferred candidates and they resist information on the issues contradictory to their perception of importance issues. (Iyengar, Hahn, Krosnick, & Walker, 2008). Similarly, Stroud (2008) found that there is a relationship between political ideology and media exposure on different media types. Fischer and Greitemeyer (2010) stated that during decision making, people often focused on selective information related to their choice and they avoid the contradictory information. Feldman (2011) also found that the opinions which are more in agreement with the predispositions of the audience make them less biased. Therefore, partisan media and selective exposure both contribute in strengthening polarization patterns among partisans. Furthermore, scholars claim that online media has changed the exposure patterns from selective to diverse exposure (Conover et al., 2011; Gruzd, 2013; Valentino, Banks, Hutchings, & Davis, 2009). Messing and Westwood (2012) argued that social media platforms have changed the media consumption patterns of audience, providing them heterogeneous exposure, which are critical in shaping social values instead of partisan affiliation. Nevertheless, exposure to social media platforms is also creating polarization among the consumers. A blog study shows that people inclined to give more attention to the likeminded political blogs (Lawrence, Sides, and Farrell, 2010). They found blog readers more segmented and actively seeking political content than non-blog readers. Hargittai, Gallo, and Kane (2008) web link analysis also show that famous political bloggers used to link other like-minded bloggers. This Proand counter-attitudinal content exposure is influencing observations and orientation towards opposite party (Garrett et al., 2014). Hence, selective and diverse exposure debates are going side by side either its print, electronic or social media. One aspect of selective exposure that people expose themselves to specific information which reinforces their beliefs. In the present study another aspect being investigated is that people also pay attention to the information contrary to their pre-dispositions in line with the findings of Garrett (2019) which says that there is a small empirical evidence to argue that individuals will avoid entire messages that are contrary to their beliefs (Garrett, 2009). Therefore, it is not necessary that exposure to selective information lead to reinforcement (Meffert & Gschwend, 2012). Campante and Hojman (2013) investigated the link between media and political polarization. They argue that people have moderate views, prefer to watch different ideologies and arguments. From these literature we may conclude that media exposure either its partisan or non-partisan creates a healthy environment for working democracy. It brings pluralism of ideas and political views among the society. This study aims to measure the effect of selective as well as diverse exposure of media content on polarization patterns of university students. Therefore, researcher found support for hypothesizing following statements. H1a: There would be a positive relationship between media exposure and selective exposure of university students of Pakistan. Muhammad Zahid Bilal, Arshad Ali and Sami Ullah 294 Global Social Sciences Review (GSSR) H1b: There would be a positive relationship between media exposure and diverse exposure of university students of Pakistan. H2: Selective exposure would be a best predictor of political polarization among the university students of Pakistan.