It's interesting to study how different groups' perceive the same information differently. One factor in this process has to with what could be defined as the balkanization of groups into niche media audiences.
Arguments in the media often revolves around persons’ identification with the values of certain groups as “one of us” set against the values of opposing groups. For example, in her acceptance speech for the Vice-Presidential nominee of the Republican Party, Governor Sarah Palin identified herself with the values of rural, small-town people as contrasted with the values of urban liberals. Focusing on one’s identification with certain values shifts the focus away from analysis of the validity of policy positions to audience’s emotional identification with a speaker as “one of us” or not “one of us” associated with certain constituencies, rather than learning about and accepting or rejecting policy positions that might lead to changes in their own positions.
Acquiring knowledge about and accept alternative positions is further limited by media audiences identifying with and believing only those media outlets or blogs whose perspectives are consistent with their own beliefs. While American audiences largely acquired their news from the same outlets in the 1940s to the 1970s: CBS, NBC, ABC, the AP, and major newspapers, since the 1980s, the news has increasingly been channeled and filtered by outlets such as Fox News, Russ Limbaugh, the Wall Street Journal or MSNBC, CNN, or the Huffington Post targeted to certain niche audiences who then adopt the beliefs espoused by these outlets (Manjoo, 2008).
Audiences therefore construct their beliefs about information on issues according their identification with their particular values groups—“conservative Republicans,” “environmentalists,” “libertarians,” “liberal Democrats,” etc., associated with and constructed by specific media outlets. An analysis of Fox News, Russ Limbaugh, the Wall Street Journal, characterized these outlets as “echo chambers” in that these outlets restrict access to alternative, competing news sources and negatively portray political opponents (Jamieson & Cappella, 2008).
These different audiences then adopt opposing beliefs about the same empirical information. A study by the Pew Research Center (2006) compared beliefs about the economy by Democrats’ and Republicans’ earning over $75,000 (Manjoo, 2008). While two-thirds of Republicans believed had positive views of the economy, only one-third of Democrats had positive views, views that echo the perspectives they obtain through their particular media outlet.
When faced with proposals to change the status quo, audiences then judge these proposals not according to an objective analysis of evidence, but according to their media outlet’s filtered presentation of that evidence consistent with that outlet’s values stances. While any media presented is always going to reflect certain biases, the construction of competing media world views has created polarization of how people understand societal issues, undermining achieving of consensus on how to address those issues.
Jamieson, K. H., & Cappella, J. N. (2008). Echo chamber: Rush Limbaugh and the conservative media establishment. New York: Oxford University Press
Manjoo, F. (2008). True enough: Learning to live in a post-fact society. New York: John Willy & Sons, Inc.
Pew Research Center. (2006). Democrats and Republicans see different realities: Profiling the voters. Retrieved September 14, 2008 from http://pewresearch.org/pubs/86/democrats-and-republicans-see-different-realities