The effect of cross-cutting exposure on attitude change: examining the mediating role of response behaviors and the moderating role of openness to diversity and social network homogeneity

Abstract

ABSTRACT Using nationally representative data in Taiwan, this study investigated the effect of cross-cutting exposure on social media on attitudinal change. Findings showed that the way people responded to political disagreement on social media matters. People’s attitudes were likely to change when they checked cross-cutting information and expressed opinion after being exposed to it, but not when they ignored the disagreeing information after the exposure. Accordingly, checking disagreeing information and expressing opinion played a significant role in mediating the relationship between exposure to cross-cutting information and attitude change. More importantly, the indirect effect of cross-cutting exposure on attitude through information checking was contingent on the levels of individuals’ openness to diversity and social network homogeneity. The indirect effect was strengthened when the level of openness to diversity was higher but weakened when the level of social network homogeneity was higher. Implications of the findings are discussed.