Networks and Selective Avoidance: How Social Media Networks Influence Unfriending and Other Avoidance Behaviors

Abstract

From time to time, some social media users avoid content posted by specific people in their networks. Most research on such selective avoidance has focused on individual motivations and other psychological factors rather than on social network characteristics, and there is a need for a systematic analysis of the relationships between individuals’ social media networks and selective avoidance. This study fills that gap in the literature, drawing on theory about egocentric or personal publics. We test our predictions using data from three surveys of adults in the United States, collected just before each of the last three major national elections. Results are discussed in light of theory about the role of media technology in shaping political communication and scholarly discourse about how selective avoidance affects information flows.