The Effects of Media Ownership Patterns on Public Opinion Towards Voter Intention

Abstract

The election is a social process that establishes representative democracy. To accurately represent public opinion, the election process must be held on a level playing field. The role of the news media in creating a level playing field is critical. It is essential that the news media behave unbiasedly, objectively, and neutrally during the election season. The ownership of the news media is a crucial factor in that unbiased role. There have been numerous empirical studies to identify how election coverage varies with news media ownership patterns. These studies have confirmed that news media owners affect public opinion by transferring the news media agenda onto the public agenda. However, empirical studies that examine the effect of news media ownership patterns on public opinion toward voter intention are rare. The primary goal of this study is to fill this research gap in the Sri Lankan context. This study was conducted using a quantitative survey method. Data was collected through a well-organized questionnaire that tested face validity and content validity. In the data analysis, it was found that news media ownership patterns do not have a direct effect on voter intention. However, the effect of news media ownership patterns on public opinion is strong. This study revealed that public opinion mediates the relationship between ownership patterns and voter intention. The data analysis revealed that it is a fully mediated effect. In light of this, it can be said that public opinion is a mediating variable. These findings once again confirm the agenda-setting theory, Shoemaker and Reese's ownership theory, and the spiral of silence theory. Finally, identifying public opinion as a mediating variable in this study will open a new window for future public opinion studies.