Techniques for Measuring Selective Exposure: A Critical Review

Abstract

Prior research has identified selective exposure (i.e., the tendency to consume information that is consistent with one's existing beliefs) as a phenomenon that may reduce the likelihood that individuals are exposed to diverse information or perspectives. However, weaknesses associated with techniques commonly used to measure selective exposure have led to ambiguity in the interpretation of past results and inconsistency in findings across studies. This paper provides a review of previous research that has investigated selective exposure, particularly in a political context, by measuring participants' retrospective reports of exposure to prior information, by assessing behavioral intentions to consume information in the future, by observing selective exposure behavior directly, or by investigating aggregated behavioral information recorded over a period of time. These prior methods are critically evaluated and recommendations are made which should improve the measurement of selective exposure and consequently the validity and reliability of downstream findings stemming from research in this area.