Central European Journal of Communication

ABSTRACT: This paper examines the relationship between media consumption and political polarization in Croatia, with a specific focus on the differential effects of traditional and Internet-based media. Drawing on cultivation theory and the reinforcing spirals model, the paper examines how media use contributes to political polarization. The paper utilizes survey data from an online opt-in sample of the Croatian population (N = 1,021), to test hypotheses related to media consumption patterns and their connection with political identification. The findings suggest that consuming Internet news tends to increase political polarization. In contrast, television news consumption is associated with more centrist political identification. The study also discusses the broader implications of these findings, highlighting the role of digital media in shaping political identities. By integrating theoretical frameworks with empirical analysis, this paper strives to present valuable insights into the complex interplay between media consumption and political polarization in the digital age.

Full text: https://journals.ptks.pl/cejc/article/view/979/pdf