Examining predictors of online news use: perceived bias in traditional media and preference for partisan news

Purpose The purpose of this study is to examine, in the context of online news use, the predictive values of two factors: perceived bias in traditional media and preference for partisan news. Design/methodology/approach This study used data collected as part of the Pew Internet and American Life Project between December 28, 2009, and January 19, 2010. The data were analyzed using linear regression analysis. Findings The findings provide evidence of the values of two potentially significant predictors of online news use: a perception of bias in traditional media and preference for partisan news. In addition, higher levels of political partisanship were shown to intensify the positive effect of perceived bias in traditional media on online news use in new media outlets, reinforcing the impact of preference for partisan news on participatory online news use. Research limitations/implications Depending on individual decisions, the internet can either help to empower deliberative democracy (where diverse and different voices coexist) or lead to an extremely polarized society. Originality/value With the explosive growth of the internet as a news source, media scholars have explored the factors that encourage people to rely on the internet for news and information. Nevertheless, certain attributes of online news consumption originating from individual attitudes about and perceptions of the media environment remain underspecified. This research helps advance an understanding of the types of people who seek news online and how they use various sources.