Abstract
Abstract Individuals seeking news content face a variety of options in the current media landscape, yet scholarly research provides little evidence regarding the conditions under which they might become more or less open to different partisan news outlets. Drawing on the case of Donald Trump’s critiques of Fox News, I argue that elite rhetoric plays an important role in this process for members of both parties. I first conduct an original content analysis of Trump’s tweets from 2017 to 2020 and find that he increasingly attacked Fox News on this platform. Notably, Trump’s increasingly critical rhetoric about Fox correlates significantly with decreases in both Fox’s daytime and prime-time ratings. Two survey experiments shed light on how individuals respond to this intraparty conflict, and I find that Trump’s rhetoric affects both Republicans and Democrats. Republicans view Fox as less conservative and more critical of Trump when exposed to his critiques of the outlet. However, Republicans do not change their viewing habits until Trump promotes an alternative to Fox like OANN. Democrats respond to Trump’s rhetoric by updating their perceptions of Fox’s coverage and ideology as well as increasing their willingness to watch the channel, both in isolation and relative to an alternative like OANN. The results suggest that elite rhetoric is instrumental in shaping views of and demand for partisan outlets among members of both parties and can elevate more ideologically extreme sources among followers. Thus, elite rhetoric serves as a meaningful cue for individuals navigating an increasingly fragmented partisan media landscape.
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