The Influence of Media Exposure on Political Polarization Mediating Role of Emotional Framing

Abstract

The rapid expansion of digital media and online communication platforms has significantly transformed the political information environment. Citizens are increasingly exposed to political content through television, online news outlets, and social media platforms, which shape political attitudes and perceptions. One of the most important consequences of this transformation is the growing level of political polarization in many democratic societies. Political polarization refers to the increasing ideological distance and emotional hostility between political groups. Scholars argue that media exposure plays a central role in shaping political attitudes and reinforcing ideological divisions among citizens. At the same time, emotional framing within political messages influences how audiences interpret political information and respond to political actors and policies. Emotional framing refers to the strategic use of emotional language and narratives such as fear, anger, hope, or moral outrage to influence audience perceptions. The present research examines the influence of media exposure on political polarization while investigating the mediating role of emotional framing. Drawing on theories of agenda setting, framing, and selective exposure, the study proposes that repeated exposure to politically framed media messages increases ideological polarization among audiences. Emotional framing is expected to intensify this relationship by amplifying emotional reactions that shape political attitudes and group identities. A quantitative research design was employed using survey data collected from respondents. Structural Equation Modeling using Smart PLS was applied to analyze the relationships among variables and test mediation effects. The findings indicate that media exposure significantly increases political polarization. The results further reveal that emotional framing plays a significant mediating role between media exposure and polarization. Media content that emphasizes emotional narratives such as fear and anger tends to intensify ideological divisions and strengthen in group and out group perceptions. These findings highlight the importance of understanding how emotional communication strategies in media shape political attitudes. The study contributes to existing literature by integrating emotional framing as a psychological mechanism linking media exposure to political polarization.