Celebrating Wins, Lamenting Losses in the Aftermath of Presidential Elections

Abstract: In this paper, we examine media use in the aftermath of the 2004, 2012, and 2020 presidential elections in the United States. Specifically, we test whether members of the party who won the election bask in reflected glory (BIRG; i.e., seek out pro-attitudinal media after preferred candidate wins) or whether members of the losing party cut off reflected failure (CORF; i.e., cut off ties with their party after a loss by decreasing their use of pro-attitudinal media). We also examine whether individuals whose candidate lost use pro-attitudinal media to repair their identity, or engage in information utility behaviors by seeking out counter-attitudinal information to learn about the opposing party following their win. Using two waves of survey data from the 2004, 2012, and 2020 US presidential elections, we find support for the BIRGing hypothesis. However, we did not find support for any of the hypotheses associated with losing the elections.