Conservative or liberal? Pathways from media use to political ideology through public vs. private discussion among Chinese Netizens

Abstract

ABSTRACT This study aims to examine the distinctions between public and private discussion within the Chinese context and compare their associations with mainstream (versus alternative) media use and liberal ideology. Drawing on a national survey of Chinese netizens, the study reveals that both mainstream and alternative media use contribute to the promotion of both public and private discussion. However, it is observed that mainstream media use and public discussion exhibit a negative relationship with liberal ideology, whereas private discussion demonstrates a positive relationship with liberal ideology. These findings highlight the mediating role of public and private discussion in the association between media use and liberal ideology. Additionally, the study reveals that higher levels of rationality concern enhance public discussion, leading to a more conservative ideology, while interacting with private discussion to foster a more liberal ideology. These findings underscore the civic significance of private discussion within the Chinese context. Implications of the findings are discussed.