“Media audience homophily: Partisan websites, audience identity and polarization processes / New media and society, 2016.

The study suggests that media consumers favor certain websites not only due to their content but also due to their audience. A new concept is introduced: ” audience homophily, ” which describes one’s preference for partisan media websites catering to a homogeneous, likeminded consumership. This attraction is explained in terms of the need for self-consistency, and I suggest that over time such behavior will polarize political identity through a spiral of reinforcement. Based on both a survey-experiment (N = 300) and a panel study combined with web-tracking technology that recorded …

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