Open AccessBlurred Lines: How Online Electoral Campaign Exposure Affects Perceptions of Media Bias
Author(s) -
Keith Joseph Zukas
Publication year - 2022
Publication title -
european journal of economics , law and politics
Language(s) - English
Resource type - Journals
ISSN - 2518-3761
DOI - 10.19044/elp.v9no1a1
Subject(s) - perception , the internet , interpersonal communication , politics , news media , media relations , multilevel model , media bias , new media , political science , psychology , advertising , public relations , social psychology , business , computer science , law , neuroscience , machine learning , world wide web
Internet strategic communications about elections are commonplace in the 21st Century, but some effects of online campaign exposure are still unknown. Internet usage is a hybrid of informative, strategic, and personal communications, which blurs audience expectations while consuming information. This study examines the effects of online political information sources on perceptions of media bias due to these blurred lines. Hierarchical regression analysis was conducted to examine the effects of receiving candidate and campaign information from online media, interpersonal discussion, and strategic communication on perceptions of media bias. Findings revealed that Internet campaign exposure predicts a higher perception of Internet media bias and news organization bias. Increased online news media exposure also predicts a higher perception of media bias in all professional media.