Download People Using Social Media While Viewing Political

For Immediate Release
News from Routledge
September 2016
People Using Social Media While Viewing Political
Debates Learn Less About Candidates
A study published in Political Communication has found that knowledge of candidates gained by watching televised
debates is compromised by simultaneous use of social media. Free access to “The Changing Nature of Political Debate
Consumption: Social Media, Multitasking, and Knowledge Acquisition” is available through the end of 2016.
The study was based on three waves of a six-wave Annenberg Public Policy Center survey, each including at least 1,216
interviews with U.S. adults. Two waves were based on debates between President Barack Obama and Mitt Romney, and
the third took place post-election. More than one in five people who watched at least some of the 2012 presidential
election debates reported simultaneously following reactions on social media. Debate viewing-social media multitaskers
actually learned less about the candidates, particularly their preferred candidate. “Overall,” said lead author Jeffrey
Gottfried, “debates are still an incredibly powerful forum in which people can learn about the candidates. But social media
seem to be distracting viewers from learning.”
Social media’s popularity as a news source is growing exponentially, especially among younger demographics-- 44
percent of 18 to 29-year-old respondents used social media while watching the third presidential debate, compared to only
10 percent of those ages 50 and up. The findings suggest that watching a debate with or without simultaneous social
media use is more informative than not watching a debate at all, and social media use correlates overall with increased
knowledge of campaign issues and facts. Still, the increasing prevalence of social media use over subsequent election
cycles carries the potential to diminish positive effects of debate viewing. “If you want to learn as much as you can about
the candidates’ stands,” advised co-author Bruce Hardy, “don’t simultaneously use social media.”
Free Access Article
The Changing Nature of Political Debate Consumption: Social Media, Multitasking, and Knowledge Acquisition
Jeffrey Gottfried, Bruce Hardy, R. Lance Holbert, Kenneth Winneg, Kathleen Hall Jamieson
http://www.tandfonline.com/doi/full/10.1080/10584609.2016.1154120
Part of a Free Access Virtual Special Issue: US Elections & Campaigns
http://explore.tandfonline.com/page/ah/upcp_vsi_electionscampaigns
About Political Communication
Political Communication is an international journal, published quarterly, that features cutting-edge theory-driven empirical
research at the intersection of politics and communication. Its expansive subject is the site of rapid changes and pressing
policy concerns worldwide. The journal welcomes all research methods and analytical viewpoints that advance
understanding of the practices, processes, content, effects, and policy implications of political communication. Regular
symposium issues explore key issues in depth.
Political Communication is sponsored by the Political Communications divisions of APSA and the ICA.
Editor: Claes H. de Vreese
Print ISSN 1058-4609 · Online ISSN: 1091-7675
5-year Impact Factor: 2.374
© 2016 Thomson Reuters, 2015 Journal Citation Reports®
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