Now We're Talking? Understanding the Interplay Between Online Selective and Incidental Exposure and Their Influence on Online Cross-Cutting Political Discussion. (June 2022)

• Record Type: Journal Article
• Authors: Kwak, Nojin; Lane, Daniel S.; Weeks, Brian E.; Kim, Dam Hee; Lee, Slgi S.
• Is Part Of: Social science computer review. Volume 40:Number 3(2022)
• Page Start: 579
• Page End: 597
• Publication Date: 2022-06
• Subjects: politics -- selective exposure -- incidental exposure -- cross-cutting discussion -- cognitive dissonance; Social sciences -- Data processing -- Periodicals; Computers -- Social aspects -- Periodicals; Microcomputers -- Periodicals; Sciences sociales -- Informatique -- Périodiques; Micro-ordinateurs -- Périodiques; 300.285
• DOI: 10.1177/0894439320920790
• Languages: English
• ISSNs: 0894-4393

Abstract

This study examines how two distinct patterns of online political information exposure—pro-attitudinal selective exposure and counter-attitudinal incidental exposure—can work together to influence engagement in online cross-cutting political discussion. Using panel data from a two-wave national survey conducted in 2012, we test two competing theoretical accounts. Findings suggest that incidental exposure affects selective exposure's contribution to cross-cutting discussion in a curvilinear way. Incidental exposure strengthens the impact of selective exposure on cross-cutting discussion up until a certain point, after which it begins to attenuate its impact. Results emphasize the need to account for the multiple ways people encounter political information online.