Effects of Perceived Media Diversity and Media Reliance on Public Opinion Expression

Xinyan Zhao
September 2016
International Journal of Public Opinion Research;Autumn2016, Vol. 28 Issue 3, p355
Academic Journal
This study investigates the effects of different types of perceived media diversity and media reliance on individuals' public opinion expressions in China. Using data from a survey of 327 undergraduates in Shanghai, it was found that: (1) respondents perceived more diverse media contents on the Internet than on the traditional media; (2) people's perceived Internet diversity directly predicted their opinion expression in public; (3) people's perceived traditional media diversity moderated the relationship between opinion congruency with the majority position and opinion expression in public; and (4) people's reliance on newspapers, rather than their reliance on TV or the Internet, predicted their opinion expression in public. These findings suggest that people's perceptions (but not use) of the Internet may promote public deliberation in an authoritative country.


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