Communication Communities or “CyberGhettos?”: A Path Analysis Model Examining Factors that Explain Selective Exposure to Blogs1

Authors

  • Thomas J. Johnson Ph.D.,

    1. College of Mass Communication, Texas Tech University, Lubbock, TX 76409
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    • 1

      Final revisions submitted to Journal of Computer-Mediated Communication, August 2009. The authors wish to thank Marijane Wernsman for her thoughtful editing of this article.

  • Shannon L. Bichard,

    1. College of Mass Communication, Texas Tech University, Lubbock, TX 76409
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  • Weiwu Zhang

    1. College of Mass Communication, Texas Tech University, Lubbock, TX 76409
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Abstract

This study used an online panel of Internet users to examine the degree to which blog users practice selective exposure when seeking political information. The research employed a path analysis model to explore the extent to which exposure to offline and online discussion of political issues, and offline and online media use, as well as political variables and demographic factors, predict an individual's likelihood to engage in selective exposure to blogs. The findings indicate that respondents did practice selective exposure to blogs, predominantly those who are heavy blog users, politically active both online and offline, partisan, and highly educated.

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