Nov 10, 2014

Have you ever noticed that when your extremely right-wing cousin and fervently progressive sibling butt heads at your family’s holiday dinners, they can’t even seem to settle on the same basic facts?

A recent study by the Pew Research Center might help to explain why.

The study surveyed almost 3,000 Americans to see how they get information about government and politics, as well as how the news they consume and media outlets they choose relate to their political outlooks. The resulting report, “Political Polarization & Media Habits,” showed that a large and influential portion of the population lives in a media bubble based on ideological views – and that affects a lot, including their take on the relevant “facts.”

What does this say when it comes to reaching your target audience through the media? If you know their political persuasions, focusing on the outlets that cater to those could up your odds of success. At Hubbell, we’ve leveraged this knowledge for some of our clients – for example, identifying opportunities for expert interviews based on the ideology of a particular radio show’s followers.

The Pew report offers additional takeaways. The study also looked at levels of trust based on political leanings and the influence that those who identify as politically involved wield in their social media networks.

You can read more at http://www.journalism.org/2014/10/21/political-polarization-media-habits

And Ward Hubbell recently commented on some other issues related to polarization and influencing opinions. If you missed his post, make sure to check it out here: https://www.thinkhubbell.com/insights-from-ward-predicting-and-influencing-behavior

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