Diverse news, diverse perceptions? Investigating the effects of actor and viewpoint diversity in news content on audience perceptions and opinions

Abstract

This study examines journalism’s role in bridging divides by presenting diverse perspectives in societal debates. While prior research has emphasized the significance of diverse news content, this study investigates how audiences perceive and value such diversity and its impact on their attitudes. Through an online experiment in the Flemish (Belgian) context, it was found that actor diversity is more noticeable, yet increasing diversity in actors and viewpoints does not enhance a news item’s perceived credibility. Moreover, although people are influenced in the direction of the viewpoint provided in a one-sided article, it appears that when a diversity of viewpoints is presented, people tend to primarily consider those opinions that already align with their pre-existing viewpoints. By gaining a deeper understanding of how audiences receive news coverage, journalists can critically evaluate the voices they present and contribute to a more diverse public debate.