By Dr Lucas Paulo da Silva, published March 2025
Abstract:
If media outlets influence voters, media elites could hold disproportionate sway over elections. However, little is known about the paths through which these outlets influence voting behavior. Based on spatial voting theory, I argue that ideological media exposure alters two key mediators — ideological positions and perceptions of party positions — to influence voting behavior. The literature on media effects often assumes that the former is the mediator and ignores the latter. This study examines the effects of ideological media exposure on these two potential mediators and on voting behavior. However, it is difficult to study these relationships because audiences usually select like-minded media content, which introduces reverse causality.