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http://dx.doi.org/10.5392/JKCA.2022.22.04.261

The Effect of Selective Exposure of Political Orientation on Online Political Participation: Focusing on the Mediating Effect of Attitude Polarization  

Lee, Min Kyu (중앙대학교 미디어커뮤니케이션학부)
Kim, Jung Hoon (중앙대학교 미디어커뮤니케이션학부)
Publication Information
The Journal of the Korea Contents Association / v.22, no.4, 2022 , pp. 261-272 More about this Journal
Abstract
This study investigated the relationship between selective exposure, attitude polarization, and online political participation among 420 YouTube political video users. Additionally, the mediating effect of attitude polarization on the relationship between selective exposure and online political participation was examined. The main results were derived by conducting exploratory factor analysis, correlation analysis, and structural model analysis using the SPSS 21.0 program and AMOS 21.0 program. The results were presented as follows. First, selective exposure had a positive effect on attitude polarization. Second, selective exposure had a positive effect on online political participation. Third, attitude polarization had a positive effect on online political participation. Fourth, attitude polarization was found to mediate the relationship between selective exposure and online political participation. In summary, it was confirmed that selective exposure to YouTube political videos increased attitude polarization and online political participation, and the more the attitude polarization was strengthened by selective exposure, the more it led to online political participation.
Keywords
Selective Exposure; Attitude Polarization; Online Political Participation; YouTube Political Video;
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Times Cited By KSCI : 2  (Citation Analysis)
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