Navigating social media environments : the influence of social media environments on attitudes towards immigration in Denmark and Sweden

Abstract

This dissertation explores the dynamic interplay between social media environments and individual attitudes, focusing on the politically salient topic of immigration. Acknowledging the significant role of social media in political communication, the research aims to unravel the complex mechanisms through which these platforms influence attitudes. The study addresses the research question: "How does political information and discussion on social media environments affect attitudes towards immigration? "The thesis systematically examines three crucial aspects: the impact of human values on attitudes, the relationship between values and information in social media engagement, and the strategies politicians employ to target specific audiences. Additionally, it investigates how the attitudes of their social groups influence individuals' attitudes towards immigration. The empirical focus lies on Denmark and Sweden, utilising novel data from CrowdTangle, survey data from the European Social Survey, and self-collected experimental data. Conceptually, the thesis argues that social media does not inherently change attitudes but rather activates and channels existing beliefs. It combines theoretical concepts from social psychology and political science to unveil the mechanism behind this process. The research contends that, through social media, politicians tap into individuals' values, activating and shaping their attitudes. The dissertation concludes by presenting the overarching mechanism through which political attitudes are influenced by online information, emphasising the intricate interplay between values, information, and social environments. The final section delves into five key implications for comprehending and navigating the intricate landscape of social media's impact on political attitudes. Firstly, it underlines the significance of values in understanding attitudes. Secondly, it exposes the intricate role of values in attitude activation and channelling. Thirdly, the thesis explores the untapped potential for politicians to leverage values on social media. Furthermore, it addresses the growing traction of far-right discourse on social media. Lastly, it demonstrates that attitudes do not necessarily follow suit despite the apparent polarisation on social media.