D. Schmuck, Melanie Hirsch, Anja Stevic, Jörg Matthes
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引用次数: 11
Abstract
Social media influencers promote not only products and brands but also their opinions on serious topics like party politics or climate change. These so-called digital opinion leaders may exert a powerful impact on their followers’ political attitudes. Accordingly, we explore new directions to explain how influencers’ communication is related to political outcomes by proposing the concept of perceived simplification of politics (PSP). We argue that PSP may fuel political cynicism but also stimulate youth's interest in politics. We also explore important boundary conditions of these associations. We use data from three studies, a two-wave panel survey of adolescents (NT2 = 294), a cross-sectional survey of young adults (N = 632), and a two-wave panel survey of young adults (NT2 = 496) in Germany between 2019 and 2020. Findings of all three studies show that the frequency of exposure to social media influencers’ content increases PSP. In Studies 1 and 2, PSP is related to higher political cynicism, while in Study 3, this relationship is restricted to influencers’ communication about environmental topics and gender equality. Furthermore, Studies 2 and 3 suggest that PSP also increases political interest—yet this association requires a certain level of parasocial interaction (PSI) with the influencer and is contingent on specific political topics.
期刊介绍:
The International Journal of Press/Politics is an interdisciplinary journal for the analysis and discussion of the role of the press and politics in a globalized world. The Journal is interested in theoretical and empirical research on the linkages between the news media and political processes and actors. Special attention is given to the following subjects: the press and political institutions (e.g. the state, government, political parties, social movements, unions, interest groups, business), the politics of media coverage of social and cultural issues (e.g. race, language, health, environment, gender, nationhood, migration, labor), the dynamics and effects of political communication.