Motivated Reasoning, Social Networking, and Perceived Alikeness of Political Issues

Abstract

Social media (SM) has become a major source of political information in the digital age. Campaigns simplify political issues into short terms for public communication (e.g., radical terrorism and violent extremism). Differentiation is crucial to generating perceived value that motivates behavior. However, the influx of negative political news over time has generated cynicism and partisanship. Based on the motivated reasoning theory (MRT), citizens interpret information through a preconceived filter in the decision-making process. This lens translates into a belief that policy terms are approximately the same even though there are meaningful nuanced differences (e.g., addressing income inequality and increasing the minimum wage). Moderated mediation analysis evinced social networking interest (SNI) related to greater perceived alikeness (PA) of issues. SNI related to greater rigidity (mediator). Rigidity related to greater PA of issues. Intellect moderated the relationship between SNI and rigidity. High SNI and high intellect dampened rigidity and thereby PA of issues. Political marketing implications discuss how to appeal to voters that view issues similarly.