Partisan Media Selective Exposure During the 2012 Presidential Election

Abstract

This report explores the variables related to partisan selective media exposure, a process by which people select media outlets and content consistent with their political predispositions. This study employs national survey data ( N = 876) during the month of October 2012 immediately prior to the U.S. presidential election. Political orientation (i.e., liberal, moderate, or conservative) served as the dependent variable. The analysis revealed that political orientation was related to gender, race, and religion. The civic engagement variables of participation in a church project and participation in volunteer work within one’s community were also related. Finally, the results suggest that conservatives were most prone to use conservative talk radio, Christian radio and TV, and Fox News. Liberals were more prone to use PBS and Facebook. As such, the data indicate that audience members appear to seek out partisan media and messages consistent with their political leanings. The implications of partisan selective media exposure concerning the development of political knowledge are discussed.