Media message flows and interpersonal communication - The conditional nature of effects on public opinion

This study investigates the differential effects of exposure and attention to news and of interpersonal communication on change in public opinion under the condition of one-sided or two-sided information flows. Based on Zaller's theory of public opinion dynamics, for less politically sophisticated individuals, we expected media to influence changes in opinion under the condition of a one-sided message flow. We further expected politically sophisticated individuals to rely more on cues for opinion change stemming from interpersonal communication. The study draws on two-wave panel surveys and media content analyses of television news and national newspapers. The results confirmed our hypotheses and showed media effects for less politically sophisticated individuals under the condition of a one-sided message flow and effects of interpersonal communication for politically sophisticated individuals. Media had no effect under the condition of a two-sided message flow. The study concludes with a discussion of the conditionality of media effects and the moderating role of political sophistication.