Abstract We investigate why conservative online news media are often seen as niche, whereas liberal outlets have ideologically broader audiences. We examine two explanatory mechanisms for this asymmetry. The behavioral explanation focuses on differences in homophily, where one ideological camp would be exposed to more cross-cutting content due to more diverse networking preferences. The structural explanation highlights how a platform’s user base places some in the minority, naturally exposing them to more cross-cutting content. We analyze network exposure and sharing of news media content among 420,000 US Twitter users in 2022, prior to Musk’s acquisition of the platform. We find that conservative users, as the minority, were overexposed to cross-cutting media content through their network contacts, while liberal users, as the majority, were underexposed. Consequently, liberal media were shared across party lines, while conservative media were overlooked by liberals and circulated mostly within a tight network of conservative accounts. This apparent paradox suggests that although conservatives primarily engage with their own media, liberal outlets attract a broader audience, including many conservatives. By combining observational data with simulated benchmarks, we find that the structural mechanism plays a primary role in the observed asymmetry, as exposure to liberal content extends farther into conservative online communities.
Arvidsson et al. (Thu,) studied this question.
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