The relationship between differential media exposure and attitudes towards Muslims and Islam and the potential consequences on voting intention towards banning veiling in public

In: Communications: the European journal of communication research, Volume 48, Issue 1, p. 68-92

Abstract

Abstract
This article focuses on how exposure to different media genres relates to two components of attitudes, Muslims as a group and Islam as a religion. It also highlights how these components mediate the relationship between media exposure and behavioral intention, namely voting intention towards banning veiling in public spaces. The analysis builds on an online survey conducted in Switzerland. We found that exposure to specific media genres is not equally associated with attitudes towards Muslims versus attitudes towards Islam. Contrary to our expectation, we did not find the association to be stronger when it came to influencing attitudes towards Muslims as compared to influencing attitudes towards Islam. However, our findings clearly showed that it matters whether people consume news via television or newspapers, especially mass-market (commercial television and tabloids) versus upmarket news (public television and quality newspapers). Attitudes towards Muslims living in Switzerland are more negative among those consuming mass-market news than those consuming upmarket news. Anti-Islam attitudes, however, were only associated with reading newspapers—both tabloids and quality newspapers. The findings provided only partial support for the mediating role of attitudes towards Muslims and Islam concerning the indirect relation between media exposure and voting intention towards banning veiling.