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How exposure to mass media influences audiences in politically-significant ways

Mass media plays a key role in shaping political attitudes, knowledge, and behaviors, acting as the main way individuals receive information about politics. While media exposure can have positive effects, like increasing political engagement and knowledge, it can also lead to negative outcomes, like reinforcing misinformation and polarization. This impact can be seen most commonly from traditional news outlets, but the same effects can be seen on social platforms like TikTok as well.

One of the primary benefits of mass media is its potential to enhance political knowledge and empathy. According to Dunaway and Graber, political scientist Daniel Lerner discussed a personality trait called “empathic capacity.” This theory posited that when media present new concepts, audiences empathize with what is happening in the story and try to imitate it. An example they gave was when audience members view a news piece about slum dwellers and the accommodations they live in, viewers will apply that to their own lives and empathize with the material.

Mass media can enhance people’s political knowledge by giving them factual information in the news and social media, but the mass media also creates empathy, interest, and understanding for unfamiliar experiences, connecting people with vastly different lives and stories. Once the media kickstarts this interest, people are more likely to want to increase their knowledge on the subjects, increasing empathy, understanding and political knowledge. A recent example we saw of this phenomenon was during the #BlackLivesMatter movement that gained momentum in 2020. Mass media widely portrayed the actions of activists involved in the protests and got thousands of people involved in the cause, encouraging them to learn more about issues facing Black Americans and participate politically. Activists from across the country were able to use TikTok to communicate and share information about the BLM protests in their areas, as well as provide mutual aid and community support, even from thousands of miles away.

However, mass media certainly has a negative impact on our democracy too. One major concern is the spread of misinformation and “fake news,” especially from the far right. Studies have shown that false news stories spread more quickly on Twitter and other social media platforms than true stories, often influencing voters' perceptions and behaviors. TikTok has a severe issue with political misinformation as well, especially impacting young people who haven't learned to properly fact check information yet. This highlights how media, particularly when unregulated or biased, can affect the public's understanding of political issues. Polarization is also a negative outcome of mass media exposure. Major media outlets like MSNBC and Fox News emphasize certain political views and shut down others, leading viewers of the channels to strongly believe their pre-existing ideas. The echo chamber this generates leads to more division and less intelligent conversation among Americans.


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