Avenues to News and Diverse News Exposure Online: Comparing Direct Navigation, Social Media, News Aggregators, Search Queries, and Article Hyperlinks

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Abstract

The online environment dramatically expands the number of ways people can encounter news but there remain questions of whether these abundant opportunities facilitate news exposure diversity. This project examines key questions regarding how internet users arrive at news and what kinds of news they encounter. We account for a multiplicity of avenues to news online, some of which have never been analyzed: (1) direct access to news websites, (2) social networks, (3) news aggregators, (4) search engines, (5) webmail, and (6) hyperlinks in news. We examine the extent to which each avenue promotes news exposure and also exposes users to news sources that are left leaning, right leaning, and centrist. When combined with information on individual political leanings, we show the extent of dissimilar, centrist, or congenial exposure resulting from each avenue. We rely on web browsing history records from 636 social media users in the US paired with survey self-reports, a unique data set that allows us to examine both aggregate and individual-level exposure. Visits to news websites account for about 2 percent of the total number of visits to URLs and are unevenly distributed among users. The most widespread ways of accessing news are search engines and social media platforms (and hyperlinks within news sites once people arrive at news). The two former avenues also increase dissimilar news exposure, compared to accessing news directly, yet direct news access drives the highest proportion of centrist exposure.

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Post-Broadcast Democracy

Markus Prior (2007)

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Political science. Exposure to ideologically diverse news and opinion on Facebook.

Eytan Bakshy, Solomon Messing, Lada Adamic (2015)

Exposure to news, opinion, and civic information increasingly occurs through social media. How do these online networks influence exposure to perspectives that cut across ideological lines? Using deidentified data, we examined how 10.1 million U.S. Facebook users interact with socially shared news. We directly measured ideological homophily in friend networks and examined the extent to which heterogeneous friends could potentially expose individuals to cross-cutting content. We then quantified the extent to which individuals encounter comparatively more or less diverse content while interacting via Facebook's algorithmically ranked News Feed and further studied users' choices to click through to ideologically discordant content. Compared with algorithmic ranking, individuals' choices played a stronger role in limiting exposure to cross-cutting content.