Multiple issue publics in the high-choice media environment: media use, online activity, and political knowledge

Abstract

This study examines the role of membership in multiple issue publics by understanding its relationship to media use, online activity, and political knowledge. Using data from Taiwan’s 2008 Social Change Survey, the study shows that members of multiple issue publics was positively associated with television watching, political talk show watching, and online news reading. In addition, they were found to engage in specific online activities, including information browsing, information exchanging, information gathering, taking part in forum discussions, and blogging. Therefore, members of multiple issue publics tend to use media with a high level of selectivity and engage in online activities that allow them to express opinions, gain knowledge, or discuss issues with others. A curvilinear relationship was explored and found between multiple issue-public membership and general political knowledge. This demonstrates that individuals’ ability to process information may not extend beyond certain boundaries, no matter how many issue publics individuals are involved in.