Media Choices Influences Voters

Media consumption plays a significant role in shaping voters’ opinions and behaviors. The influence of media on political participation and civic engagement has been the subject of extensive research. A meta-analysis of social media use found that 82% of factors examined showed a positive relationship between social media use and forms of civic or political engagement, including voting and protesting 1.

Moreover, studies suggest that media exposure can impact the public’s political knowledge, attitudes, and behavior, although there is a tendency for individuals to seek information that aligns with their pre-existing views. Media can also influence voters by making them feel either excited or discouraged about a candidate, depending on the coverage.

Some 37% of 6,262 U.S. respondents participating in a LoopMe survey that explored U.S. voter sentiment toward ad frequency and placement of political advertising indicated a distaste for viewing the same political ad too many times. The findings were mostly aggregated in late December 2023.

The data showed that high frequency rates are three times more likely to result in a more negative opinion of a message, especially for older voters. 

Just 11% of respondents said high political advertising frequency would lead to a more positive opinion of a candidate, while 37% said high ad frequency would lead to a more negative opinion of a candidate.

In addition, social media and word of mouth are tied to a lower likelihood of voting in the future, more skeptical views about the efficacy of voting, and lower community engagement overall. This highlights the complex relationship between media habits and voter participation.

It’s clear that media consumption, especially through social platforms, has a profound impact on voters, potentially influencing election outcomes and the democratic process at large.