Political persuasion on social media: A moderated moderation model of political discussion disagreement and civil reasoning


Social media and news use arguably contribute to the prevalence of contentious politics because individuals may express dissent through their social networks as they consume news. This study seeks to test whether individuals might be more open to political persuasion in this context, especially if they are exposed to political disagreement or discuss politics in a civil manner. Relying on survey data from the UK, results based on a moderated moderation model show that (a) social media news use predicts political persuasion on social media (direct effects) and, (b) discussion disagreement and civil reasoning moderate this relationship in two-way and three-way interactions.

Civil reasoning, news use, political disagreement, political persuasion, NETWORK HETEROGENEITY, PUBLIC SPHERE, NEWS, OPINION, ONLINE, INFORMATION, PARTICIPATION, DELIBERATION, ENGAGEMENT, EXPOSURE, Communication, Information Science & Library Science
Zúñiga, H., Barnidge, M., Diehl, T. (2018): Political Persuasion on Social Media: A Moderated Moderation Model of Political Discussion Disagreement and Civil Reasoning. The Information Society. 34(5).