The effects of personality traits on individual attitudes toward internet sensationalized politics

Abstract

ABSTRACT The rapid evolution of social media has transformed the landscape of political communication, leading to a unique phenomenon where government officials and politicians increasingly adopt the personas of internet celebrities. This trend, referred to as ‘internet sensationalised politics’, focuses on attracting public attention through celebrity-like behaviour online. Despite its growing prevalence, scholarly research on this phenomenon remains limited. This study, therefore, aims to explore the factors shaping individual attitudes towards internet sensationalised politics, with a particular emphasis on the role of personality traits. This study, utilising unique data gathered in Taiwan, reveals a significant relationship between personality traits and individual perceptions of internet sensationalised politics. Specifically, people with higher levels of openness to experience tend to support internet sensationalised politics. Besides, agreeableness and openness to experience drive people to hold a favourable attitude towards the impact of internet celebrity culture on politics. Conscientiousness, however, leads people to have a negative view of the impact of internet celebrity culture on politics. Overall, this study contributes to an enhanced understanding of internet sensationalised politics, highlighting the significance of personality in shaping individual attitudes towards this modern political phenomenon.