The demand side of negativity and privatization in news: Experimental study of news consumer habits

Abstract

Negativity in media and emphasis on personal side of politics are often cited as a common journalist practice which is harmful to democratic processes. Journalists and media houses are often held accountable for these phenomena because they prioritize profit over the quality of content. However, we offer an analysis focused on demand side of both negativity and privatization of political news. Using the Dynamic Process Tracing Environment (DPTE), we test the assumption that both of these features of political media coverage may be driven by audience demand for negative and personal news. According to the available literature, personal news can serve as a useful heuristics in citizens’ political judgment. We have confirmed a negativity bias; however, a tendency to select news about politicians’ private affairs was not confirmed. Even thought respondents preferred political news, personal news showed to be more memorable, which might have further implications for formation of political attitudes.