Date of Award


Degree Type

UG Dissertation

First Advisor

Prof. Zhang Tianle


When consumers value cognitive consistency between the news they read and policies they support, politicians are induced to make policies that conform to a polarized media landscape which not only depends on user subscription for revenue but also advertisement receipts. Following Guo et. al. (2018), I develop a model to study how the dependency on advertisement revenue affects media bias, political polarisation, and voter preferences. I show that though the equilibrium prices of the two newspapers fall when they depend on advertising receipts, the difference between the equilibrium prices and thus ideological position of a marginal voter remains unchanged, compared to Guo et. Al. (2018). Moreover, the extents of political and media polarisation do not depend on newspapers' dependence on advertisement receipts. I also find that when political parties are not ideologically driven and newspapers have a stronger preference for editorial neutrality, then increase in the public's trust on the newspapers for news consumption leads to increased media and political polarisation.



Recommended Citation

Chandra, S. (2021). Advertisement, media bias, political polarisation (UG dissertation, Lingnan University, Hong Kong). Retrieved from

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