The Impact of Mass Media on Political Support

Why is citizens’ support for political actors and institutions declining? Recent research suggests that voter cynicism is fueled by the manner in which mass media cover political events and issues. This study provides evidence for the impact that media coverage of political decision-making procedures has on audience’s political support. It focuses on the role of individual expectations and preferences regarding political processes of the audience.
Empirically, standardized online surveys, an experimental study, and a comprehensive content analysis of news coverage were conducted. The study shows that mass media may contribute to a decrease of political support by shaping the perception of political processes. In addition, the findings suggest that the media’s impact on political support was particularly strong if media coverage shapes the impression that political processes do not match individual preferences.
This study wishes to contribute to a differentiation of the rather general claim that negative or critical media information results in a decline of political support.