Partisan Media And Political Poll Coverage

Research on selective exposure and cognitive dissonance centers on receivers of content, but message crafters can influence the process by preselecting content with an ideological fit for an audience. This study examines partisan media producers with a focus on poll reporting during the 2012 U. S. presidential campaign. A content analysis of 323 stories from leading partisan sites indicates that authors were more likely to write about polls that showed their preferred electoral outcomes. Headlines and lead paragraphs also showed partisan bias. Results also provided partial support for cognitive dissonance theory; conservative writers were more likely to raise poll criticism in stories when President Obama's lead was greater. Implications for trust in government and media are discussed.