From incidental exposure to intentional avoidance: Psychological reactance to political communication during the 2017 German national election campaign

Abstract

This article deals with potential effects of incidental online exposure to political information (IOEP) on the German electorate during the 2017 national election campaign. We argue that the difference in currently unexpected and generally unwanted exposure to political online communication is crucial to the study of IOEP effects. While the former might result in “passive learning,” we hypothesize that–based on psychological reactance theory–the latter may be linked to defensive reactions with undesirable consequences among those who already are alienated from politics. Using cross-sectional data from an online survey among 1100 eligible voters, we can demonstrate that IOEP correlates with reactance in substantial segments. The study’s results are indicating, that the viral character of online campaigning may lead to the opposite of what was intended: voters are not only “trapped,” but might be repelled instead. Further empirical elaboration dealing with causal assumptions is encouraged.

Staying Tuned or Tuning Out? A Longitudinal Analysis of News-Avoiders on the Micro and Macro-Level

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Maruf Amin’s Political Communication Strategy in the 2019 Election Campaign: A Lesson for Anti-Hoax Politics

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Knowledge and the News: An Investigation of the Relation Between News Use, News Avoidance, and the Presence of (Mis)beliefs

“…The literature on incidental exposure has demonstrated how this may facilitate passive learning and, as a consequence, lead to knowledge gains (e.g., Lee and Kim 2017; Tewksbury et al 2001). Applied to the focus of the current study, recent work by Marcinkowski and Došenović (2020) suggests that the probability of learning from (online) incidental exposure may be different for intentional versus unintentional avoiders. Studying incidental online exposure to political information in the context of German elections, they find that passive learning only occurs among those who do not avoid information intentionally.…”