Prior literature has identified several simultaneously occurring trends: namely, sharply intensifying negative partisanship, partisan patterns of media trust, increasingly partisan content on cable news networks, and increased viewership of these networks. A large portion of this literature, as well as journalistic research, has predominantly focused on individuals' consumption, rather than trust, of particular political media sources. I explore to what degree the nature of how individuals are consuming partisan media (be it trustingly, skeptically, etc.) plays a role in the relationship between partisan media consumption and partisan sentiment. Using OLS regression models across three ANES samples, I test the relationship between individuals' viewership and trust levels of particular partisan cable news sources (Fox News and MSNBC) and corresponding partisan sentiment, taking into account individuals' own partisan leanings. I find those who consume like-minded partisan media to express more partisanship (both for their own political group and against the other). I additionally find that trust, as opposed to just viewership, of these partisan networks correlates strongly with partisan sentiment. In light of these findings, I conclude that future research on this topic should more clearly distinguish between trust and viewership of political media. / Master of Arts / Over the last two decades, surging mass political polarization has occurred simultaneously with a strikingly more segmented and increasingly partisan news media landscape. A large portion of research on this topic, both academic and journalistic, has focused exclusively on individuals' viewership or consumption levels of particular media sources. Relying solely on consumption does not take into account the trust levels that individuals have in what they are consuming. In this study, I explore to what degree the nature of how individuals are consuming partisan media (be it trustingly, skeptically, etc.) plays a role in the relationship between partisan media consumption and partisan feelings. Utilizing multiple American National Election Studies samples, I test the relationship between individuals' viewership and trust levels of particular partisan cable news sources (Fox News and MSNBC) and corresponding partisan sentiment, taking into account individuals' own partisan leanings. I find those who consume like-minded partisan media (Republicans watching Fox News and Democrats watching MSNBC) to express increased levels of partisanship - both for their own political group and against the other. I additionally find a strong relationship between individuals' trust, as opposed to just viewership, of these partisan networks and their own partisan feelings. In light of these findings, I conclude that future research on this topic should more clearly distinguish between trust and viewership of political media.
| Identifer | oai:union.ndltd.org:VTETD/oai:vtechworks.lib.vt.edu:10919/107962 |
| Date | 27 January 2022 |
| Creators | Lillard, Kevin Thomas |
| Contributors | Political Science, Jewitt, Caitlin E., Milly, Deborah J., Jardine, Eric |
| Publisher | Virginia Tech |
| Source Sets | Virginia Tech Theses and Dissertation |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Format | ETD, application/pdf |
| Rights | In Copyright, http://rightsstatements.org/vocab/InC/1.0/ |
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