Keywords: Media bias, polarization, selective exposure, hostile media effect, cross-partisan communication

Amid growing ideological divides today, perceptions of media bias have gained scholarly attention as a catalyst for polarization, as individuals increasingly view news coverage as skewed against their viewpoints. This study investigated the interrelations among perceived media bias, selective exposure, and polarization, with a specific focus on their combined impact on cross-partisan communication difficulties.
The hostile media effect posits that individuals with strong partisan identities perceive neutral or balanced media content as biased against their views (Gunther & Schmitt, 2004). This perception leads to selective exposure, where individuals gravitate toward media that aligns with their ideological stances while avoiding oppositional content (Stroud, 2010). The rise of digital platforms and algorithm-driven content delivery exacerbates these tendencies, creating echo chambers (Sunstein, 2018). Additionally, social identity theory provides a framework for understanding how in-group and out-group dynamics intensify as individuals interpret media content through the lens of group loyalty (Tajfel & Turner, 1986). However, there is a paucity of studies examining the interconnections between perceived selective exposure, media bias, and communication challenges, particularly in non-Western contexts.
In 2023, this study conducted an online survey of 848 South Korean adults, through stratified sampling. Hierarchical regression analyses and mediation models, implemented using the PROCESS macro in SPSS, tested the relationships among key variables while controlling for demographic and media use factors.
The results indicate that perceived media bias significantly predicts selective exposure and perceived polarization, which, in turn, mediate its association with cross-partisan communication difficulty. Specifically, individuals who perceive higher media bias are more likely to assume selective exposure in themselves and others, amplifying their perceptions of ideological division. These perceptions of polarization exacerbate communication difficulties, as respondents view opposing viewpoints as increasingly extreme and irreconcilable. Notably, the findings highlight the role of digital media platforms in intensifying these dynamics, with algorithm-driven content delivery fostering echo chambers that reinforce perceived biases. This study also identified demographic and media usage patterns as significant moderators, with younger, digitally active participants exhibiting higher levels of perceived polarization and communication difficulty.
This paper demonstrates the feedback loop between perceived media bias and selective exposure and illuminates how these factors collectively shape societal divisions. This research also extends the application of social identity theory to the context of digital media, illustrating how algorithmic curation and platform affordances heighten in-group loyalty and out-group antagonism.