Does Gender Moderate the Mediating Effects of Public Opinion on Relationships Between Media Polarization and Voter Intention? A Simple Question and a Complex Answer

Abstract

Purpose: The purpose of this study is to identify whether there is a moderating effect of gender on the mediating effects of public opinion on the relationship between media polarization and voter intention in Sri Lanka.   Method: To achieve the research objectives, this study used the quantitative survey method with a self-administered closed-end questionnaire with a 5-point Likert scale. The sample size was 500, and the sample was selected from registered voters in the Western Province of Sri Lanka.   Results and Conclusion: In the data analysis, it was found that the government news media and privately owned news media do not have a direct effect on voter intention. However, the government and privately owned news media shaped public opinion toward voter intentions. The data analysis of this study also revealed that public opinion also negatively affects voter intention. This effect is also moderated by gender, as the results showed. However, this study found that gender does not moderate the mediating effect of public opinion on the relationship between media polarization and voter intention.   Implication of the research: The findings of this study highlight the importance of controlling the biased political behavior of media owners during elections by minimizing media cross-ownership and encouraging media horizontal ownership. This study further emphasizes that increasing the voter's political literacy can prevent the negative effects of factors such as gender on voter intention.   Originality/value: This study provides insight into how media affects voter intention through public opinion according to its ownership interests and agendas. This study also highlights that public opinion is a mediating variable in the electoral context. This study confirms that there is no moderating effect of gender on the mediating effect of public opinion. It adds new knowledge to the public opinion research literature.