Skipping politics: Measuring avoidance of political content in social media

Abstract

Selective exposure is a growing concern as people become more reliant on social media for political information. While self-reports often ask about exposure to political content on social media, existing research does not account for the fact that even those exposed to political content may still choose to ignore it. To effectively account for this, we employ corneal eye tracking software, such that we can observe users’ gaze and the amount of time they actually spend with political content. Consistent with expectations, the earlier a cue that a post is political, the faster a user skips over it. This trend is concentrated among those least interested in politics. Implications for how we think about social media and political information flows in the modern media environment are discussed.