People who view television on a laptop, tablet or mobile phone are more likely to be politically swayed
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In an article by Fresh Business Thinking, University of Leicester academic Dr Vincent Campbell explains the phenomenon of 'echo chambers' and 'filter bubbles'.
According to a study by Clusters, which conducts research into the attitudes and behaviours of television viewers, almost a third (31 per cent) of those who watch programmes in this way say that the content has an impact on their political beliefs.
Dr Campbell, Associate Professor in the Department of Media, Communication and Sociology, said: “People’s perceptions of media influence have always been related to some extent with the means through which media content is encountered."
“Television news was initially seen in the 1950s as potentially more influential because it was being broadcast into the home rather than in public spaces like cinemas, where film newsreels were seen.
“This research suggests that some people today may perceive the things they actively seek out to watch, read and listen to on their devices as more influential when compared to the more passive flow of conventional television schedules precisely because they’re making very conscious choices to engage with material.
“When it comes to political material particularly there are the problems of ‘echo chambers’ and ‘filter bubbles’, where people tend to select material more in agreement within their pre-existing views, so what they perceive as greater influence may actually be more a case of reinforcement of existing views rather than changes in views.”