How Citizen Communication Mediation Model Works in Taiwan: The Moderating Roles of Asian Values and Network Homogeneity

Abstract

Although communication mediation models have been extensively researched, limited attention has been given to the influence of social and cultural characteristics. This study aims to address this gap by examining the Citizen Communication Mediation Model within the context of Taiwan. Specifically, it investigates the moderating roles of Asian values and network homogeneity. Utilizing data from the 2018–2021 Asian Barometer Survey, we identify a significant indirect effect of political news consumption on political participation through political discussion. Furthermore, our findings reveal that Asian values tend to mitigate the impact of political discussion on political participation. Higher levels of network homogeneity can enhance the mobilizing effect of political discussion, but this effect is most pronounced among individuals with low or medium levels of Asian values. The implications of these findings are discussed.