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If the individuals who are most likely to perceive media bias no longer encounter, via selective exposure, media content they might consider biased, why are perceptions of media bias so pervasive? We argue that many people who engage in politically motivated selective exposure also perceive “the media” in general to be biased. Relying on a survey of adults in the U.S. state of Wisconsin, which has witnessed particularly contentious and divisive political events since 2011, this study examines self-reported patterns of selective exposure to partisan media while accounting for the role of the local communication ecology in encouraging or discouraging partisan media selectivity. It also tests the idea that selective exposure is related to a generalized perception of media bias—the idea that “the media” in general are biased while self-selected media are not. Finally, the study tests a moderated mediation model showing the structure of relationships among political opinion extremity, selective exposure, and perceived media bias. Results suggest (a) a positive relationship between political opinion extremity and selective exposure, (b) opposite patterns of relationships between selective exposure and perceived media bias about self-selected and general media, respectively, and (c) evidence of moderated mediation among political opinion extremity, selective exposure, and perceived media bias.
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Author Biographies
Matthew Barnidge (PhD, University of Wisconsin-Madison) is an assistant professor in the Department of Journalism & Creative Media at the University of Alabama. He specializes in emerging media and contentious politics with an international perspective.
Albert C. Gunther (PhD, Stanford University) is a professor emeritus in the School of Journalism and Mass Communication at the University of Wisconsin-Madison. His research interests focus on the psychology of the media audience, particularly partisans and special interest groups.
Jinha Kim (MA, Korea University) is a doctoral candidate in the School of Journalism and Mass Communication at the University of Wisconsin-Madison. Her research focuses on emerging media and political communication.
Yangsun Hong (MA, University of Alabama) is a doctoral candidate in the School of Journalism and Mass Communication at the University of Wisconsin-Madison. She specializes in gender issues in public heath communication.
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Mallory Perryman (PhD, University of Wisconsin-Madison) is an assistant professor in the Richard T. Robertson School of Media and Culture at Virginia Commonwealth University. Her research focuses on public trust in broadcast and multimedia journalism.
Swee Kiat Tay (BA, Nanyang Technical University) is a master’s student in the School of Journalism and Mass Communication at the University of Wisconsin-Madison. His research interests include media psychology and video game effects.
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Sandra Knisely (MA, University of Wisconsin-Madison) obtained her master’s degree from the School of Journalism and Mass Communication at the University of Wisconsin-Madison. She is now a freelance writer in Tuscaloosa, Alabama.