Is it better to strike a balance? How exposure to congruent and incongruent opinion climates on social networking sites impacts users’ processing and selection of information

Abstract

The growing significance of social networking sites (SNSs) as venues for political exchanges between citizens raises questions on the consequences of their use. This pre-registered experiment ( N = 704) aexamined to what extent a gradual variation of congruence between users’ opinions and the opinion climate they encounter on SNSs affect their strength of opinion and selective exposure. No effects were found from the level of congruence on selective exposure, while exploratory analyses suggested that exposure to overly congruent opinion climates can lead to marginally stronger opinions. Building on research into political social identities which suggests polarizing effects of the latter, interaction effects of users’ ideological identities and exposure to opinions on SNS were additionally investigated. However, the present work found no indication that effects of congruence are modulated by identity salience. Taken together, findings of this study suggest that socially divisive effects of like-minded or non-like-minded opinion climates conveyed by SNS may be limited.