The communicative processes of attempted political persuasion in social media environments: The mediating roles of cognitive elaboration and political orientations

Abstract

Purpose The purpose of this paper is to investigate the process by which social media news use leads individuals to engage in attempted political persuasion, examining the mediating roles of cognitive elaboration, political knowledge, political efficacy and political interest. Design/methodology/approach The study relies on a nationally representative two-wave online survey collected before the 2016 US Presidential Election. Serial mediation is tested using the PROCESS macro. Findings The study finds significant indirect effects of social media news use on political persuasion via cognitive elaboration, political knowledge, political efficacy and political interest. Research limitations/implications Causal inferences should be made with caution. While the measurement of cognitive elaboration is based on prior literature, it is a complex mental process that could be measured more directly in future research. Social implications The findings imply that social media news use contributes to a potentially discursive environment in which cross-cutting views may drive argumentation. Thus, the study sheds light on how social media contribute to persuasive political conversation. Originality/value The study applies the O-S-R-O-R model to political persuasion and highlights the processes of reflection, understanding and elaboration that convert news use into attempted persuasion.