Media audience homophily: Partisan websites, audience identity and polarization processes

Abstract

The study suggests that media consumers favor certain websites not only due to their content but also due to their audience. A new concept is introduced: “audience homophily,” which describes one’s preference for partisan media websites catering to a homogeneous, likeminded consumership. This attraction is explained in terms of the need for self-consistency, and I suggest that over time such behavior will polarize political identity through a spiral of reinforcement. Based on both a survey-experiment ( N = 300) and a panel study combined with web-tracking technology that recorded online-exposure behavior ( N = 397), it was found that individuals with more extreme ideology present higher levels of audience homophily and that, longitudinally, audience homophily is somewhat associated with ideological polarization, intolerance, and accessibility of political self-definition.

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