The distraction effect. Political and entertainment-oriented content on social media, political participation, interest, and knowledge

There are grounds to assume that the use of nonpolitical, entertainment-oriented Social Media (SM) may dampen democratically relevant outcomes. However, research has largely ignored the political effects of such entertainment-oriented SM content as well as its interaction with exposure to political SM content. Based on distinction between political and entertainment-oriented SM use, we developed a fourfold theoretical typology, "the Inactive", "the News Avoiders", "the Distracted", and "the Focused". Using data from a two-wave panel study (N = 559), we found that "the Focused" scored highest while the "the Inactive" and the "the News Avoiders" scored lowest on democratically relevant outcomes. Autoregressive panel analyses further revealed positive effect of political SM exposure on low-effort political participation, but not on high-effort participation, political interest, and knowledge over time. Exposure to entertainment-oriented content on SM was associated with a decrease in high-effort political participation over time. For low-effort participation and political interest, the over-time effect of political SM exposure was dampened with rising levels of entertainment-oriented exposure, suggesting a distraction effect. Implications are discussed.