Based on a 4-year longitudinal analysis of social media and mobile phone users in a Midwest US market, this study differentiates news content engagement from news medium engagement, proposes four levels of news engagement, and compares how social media and mobile media differ in their effects on engagement in news content and news medium between the general population and college students. The analysis shows a steady decline in the interest in political news but not in other types of news. Total news consumption time gradually declined among the general population, and the gap between general population and students diminished over time. Social media use positively predicts total news consumption time. Predictors of news engagement differ for different levels of news engagement.

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This survey examined undecided voters' local and national news media use in relation to political efficacy. Results suggest that online media use was the strongest predictor for political efficacy, creating a self-selection polarized trend of political use of media. Local election efficacy was higher than national election efficacy. Over one half of the first-time voters and general population voters believed their vote could change the outcome of the election. Social media only had an impact on first-time voters' political efficacy. No liberals could be found in undecided voters among the general population voters. Television was the most important medium for campaign information for the