The study on role of media diversity and political interest on echo chamber effect

Palak Sakhiya and Raju Rathod

Vilakshan - XIMB Journal of Management, 2024, vol. 21, issue 2, 189-199

Abstract: Purpose - Social media has made people better informed but also easier to manipulate. By using literature review and observing social media, the authors found a problem about echo chamber effect. The purpose of this paper is to know how the echo chamber affects the people who consume political news and the role of media diversity in it. Design/methodology/approach - To conduct this study, the authors used a structured questionnaire on the Qualtrics platform to collect data from 183 participants. The authors collected data using a simple random technique. This study is based on the cross-sectional survey; the data collection period is from October to November 2023. The authors used the SPSS software to analyze the relationships between the variables and test the hypothesis. Findings - This study found that; echo chamber is not affected by media diversity. Because of increased political interest, people will be less influenced by echo chambers. In addition, demographic factors affect political interest. People use search engines and social media sites instead of political websites when it comes to the consumption of political news online. People like to communicate with individuals who hold conflicting political views. Originality/value - Researchers have not yet been able to gain a clear understanding of whether users are in an echo chamber or not and how they interact in that environment. Research on this topic is still going on from different perspectives. This study helped to clarify whether or not more media consumption will affect echo chambers. The possibility of being trapped in an echo chamber exists whether we use a single medium or a variety of media. The novelty of this study lies in the use of the echo chamber scale to investigate a thorough understanding of this word through the use of many factors.

Keywords: Echo chamber; Political news; Media diversity; Political interest; Social networks (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eme:xjmpps:xjm-10-2023-0200

DOI: 10.1108/XJM-10-2023-0200

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