Media Effects, Selective Exposure, and Fahrenheit 9/11

Abstract

With increasing media choice and diverse media outlets, people have more opportunities to engage in selective exposure. The present study investigates this phenomenon by looking at the widely viewed anti–President George W. Bush documentary Fahrenheit 9/11. Using survey data gathered from a national sample before and after the opening of Fahrenheit 9/11, this study investigates the degree of selective exposure and the potential media effects occurring as a result of exposure to the film. The data provide evidence that selective exposure occurred—the audience for the film held more negative attitudes toward President George W. Bush. This study then turns to evaluating whether the film had political effects. Results suggest that those who viewed the film had significantly more negative attitudes toward Bush compared to those who intended to view the film, even after controlling for demographic, political, and media use differences between the groups. Results also suggest that political discussion with friends and family did not moderate the movie's effect, but that viewing the film may have inspired people to engage in more political discussion. Those viewing the film had higher levels of political discussion compared to those intending to view the film, even after controlling for a battery of other variables. Discussion of the results provides insight into the relationship between theories of media effects and selective exposure.