Active or Passive Learning From Television? Political Information Opportunities and Knowledge Gaps During Election Campaigns

Abstract

This article investigates how television, by providing various news and special election programs, influenced the development of knowledge gaps during the 2010 Swedish national election campaign. By contrasting two competing claims on the knowledge-leveling role of television in today's high-choice media environment, the article further analyzes mechanisms of active and passive learning from television. Analysis of panel survey data shows that television functioned as a knowledge-leveler by narrowing gaps in knowledge over the course of the campaign. Additionally, the findings provide evidence of passive forms of learning as the key explanation as to why television news and special election programs narrow gaps in knowledge. The results are discussed in light of ongoing media market changes as well as recent longitudinal and cross-national studies on political information environments.