Johanna Dunaway, research director at the University’s Institute for Democracy, Journalism and Citizenship and professor of political science at the Maxwell School of Citizenship and Public Affairs, says her interpretations of the research on this issue “is that media effects exist, but they don’t work the way people often assume—with media doing all the persuading. Media in all forms respond to audience preferences and behaviors as much as the other way around. Unfortunately, the patterns of information we end up being exposed to still exacerbate divisions.”
She says the blame is tied to the economic model of today’s media landscape. “Underlying media emphasis on the extreme and outrageous is that most digital media relies on attention metrics like clicks and because competition for the public’s attention is so intense. Media outlets face strong economic incentives to publish and promote the most attention-grabbing content,” she says.
Turning our attention back to the 2022 Pew Research study, it is clear that there has been a rise in the shares in both parties who describe their co-partisans in positive terms – saying they are more moral, open-minded and honest than other Americans.



