THE IMPACT OF MEDIA ON POLITICAL ALIGNMENT AND POLARISATION

Abstract

This paper examines the polarizing effects of media on the contemporary political landscape, focusing on both cable news and social media platforms. Employing empirical and political analysis, the study highlights the critical importance of media literacy and the need for vigilance against selective exposure. It explores the influence of media on public opinion and its potential impact on democratic outcomes, such as election results. The study is grounded on the hypothesis that media consumption directly correlates with the alignment of public opinion to the political perspectives most frequently encountered. Specifically, it posits that individuals exposed to biased or one-sided media coverage are more likely to adopt opinions consistent with those perspectives, while those with diverse media exposure are more likely to form nuanced and varied opinions.