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http://dx.doi.org/10.5392/JKCA.2022.22.08.001

The Effect of YouTube Political Videos on Attitude Polarization: Focusing on the Interaction Effect of Selective Exposure, Political Orientation, and Political Interest  

Lee, Min Kyu (중앙대학교 미디어커뮤니케이션학부)
Lee, You-Min (중앙대학교 미디어커뮤니케이션학부)
Publication Information
The Journal of the Korea Contents Association / v.22, no.8, 2022 , pp. 1-13 More about this Journal
Abstract
This study examined the interactive effects of selective exposure, political orientation, and political interest on YouTube political video users' attitude polarization. The results are presented as follows. In relation to research question 1 and 2, attitude polarization toward selective exposure and political orientation, selective exposure and political interest of YouTube political video users was examined. As a result, in the same selective exposure, the main effect on attitude polarization 'I' was found. Therefore, it was found that the higher the selective exposure of YouTube users to political videos, the stronger the attitude polarization toward YouTube users themselves. In relation to research question 3, attitude polarization toward political orientation and political interest of YouTube political video users was examined. As a result, the interaction effect on the attitude polarization 'I' was found in the political orientation and political interest. Therefore, when political interest in both progressive and conservative tendencies is high, the attitude polarization toward YouTube users themselves is also strengthened.
Keywords
Selective Exposure; Political Orientation; Political Interest; Attitude Polarization;
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Times Cited By KSCI : 2  (Citation Analysis)
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