Disentangling the Echo Chamber: How Exposure to Congruent and Incongruent Opinion Climates on Social Networking Sites Impacts Users’ Processing and Selection of Information
The growing significance of social networking sites (SNS) for political communication has been stimulating research on the psychological consequences of virtually conveyed opinion climates. The present research suggests that the exposure to both overly congruent and incongruent opinion climates on SNS can increase opinion strength and selective exposure while decreasing political tolerance. It is proposed that a balance of congruent and incongruent views can mitigate these effects provided that users do not identify with an ideological camp. In a representative pre-registered online experiment (N = 704), the levels of political congruence with an opinion climate on SNS and political social identity were manipulated. Different from what was hypothesized, results revealed very limited effects of political congruence. A salient political social identity decreases tolerance and opinion strength, but only for certain political issues. These results put earlier findings on the impact of opinion climates conveyed by social media into perspective.