The role of sex and gender in search behavior for political information on the internet

In: Communications: the European journal of communication research, Volume 46, Issue 4, p. 516-539

Abstract

Abstract
Previous studies have emphasized a person's biological sex as a factor which influences online search behavior. This study aims to investigate how people (N = 44 students) search online for political information (N = 220 search tasks) and if gendered online search exists. We examined online search behavior via eye tracking while the participants searched for information about political party positions on the Internet. A content analysis of the eye tracking data followed and was evaluated with a special focus on the role of biological sex and social gender, and the relationship of both factors with other variables, such as self-reported prior political knowledge, political interest, and Internet skills (via an online survey). The results accord with previous studies in that the sex influences the online search process. However, this relationship was partially mediated by self-reported political interest and prior knowledge. This outcome calls for a more critical use of the sex variable in reference to political online search behavior, and the inclusion of sex and gender related variables.