New study explores how incidental news exposure fuels civic action

In an era where news often finds individuals before they actively seek it, a groundbreaking study co-authored by Nigerian-born communication scholar Dr. Timilehin Durotoye is revealing the intricate ways in which this passive news consumption influences democratic engagement.

The peer-reviewed article, published in Telematics and Informatics in 2023, marks the first systematic exploration of the link between incidental news exposure (INE) and political consumerism, a growing form of civic activism where individuals use their purchasing power to express political or ethical beliefs.

The study, titled “Incidental News Exposure and Political Consumerism – Exploring Nuances,” was co-authored by Rebecca Scheffauer, Durotoye Timilehin, and Homero Gil de Zúñiga.

It meticulously analyzed two-wave survey data from over 1,300 participants in the United States, unearthing a powerful insight: not all incidental news is created equal, and consequently, not all consumer activism is influenced in the same manner.

One of the study’s major contributions challenges the prevailing notion that incidental news exposure, especially through social media, automatically spurs political behavior. Contrary to conventional wisdom, the research found that while incidental exposure via traditional and general online media positively correlates with political consumerism, social media exposure does not exhibit the same influence.

Furthermore, the study broke new ground by disaggregating political consumerism into two distinct behaviors: boycotting (avoiding products) and buycotting (choosing products to support a cause).

The findings revealed a remarkable differentiation: all types of INE were found to positively influence boycotting. However, when it came to buycotting—an act typically demanding greater trust and financial commitment—only traditional media exposure demonstrated a significant impact.

Dr. Durotoye, who is also affiliated with the Media Effects Research Lab at Pennsylvania State University, underscored the study’s profound implications. “These findings are a wake-up call,” she stated.

“Our research shows that what people stumble upon in the media can subtly shape their civic choices—sometimes without them even realizing it. But it also underscores the role of trust, effort, and media credibility in how that influence plays out.”

The implications extend globally, particularly for democracies grappling with the pervasive issues of disinformation, media fragmentation, and citizen disengagement.

Political consumerism has emerged as a globally relevant practice, with citizens increasingly “voting with their wallets” on critical issues ranging from climate change to racial justice. Yet, as Dr. Durotoye’s work illuminates, the media ecosystems that underpin and support these behaviors are uneven in their efficacy.

In societies like the U.S., and by extension, media-influenced environments such as Nigeria, social media remains a double-edged sword. While it has undeniably democratized access to information, the study suggests that its algorithm-driven, often unvetted content may lack the inherent credibility necessary to drive deeper, more costly civic actions like buycotting.

Traditional media, despite its declining consumption rates, still holds considerable sway in fostering informed political choices that translate into tangible civic engagement.

Dr. Durotoye’s expanding body of scholarship, which includes prior research on artificial intelligence in democracy and editorial inequalities within global publishing, solidifies her position as a leading voice on media effects in the digital age.

Her work consistently bridges rigorous empirical research with real-world relevance, offering fresh frameworks for understanding how everyday media habits intricately connect to broader political and social outcomes.

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