Engagement vs. Commitment: The Economic Trade-Offs of Polarizing News Content
参与度与承诺:极化新闻内容的经济权衡
Shunyao Yan, Klaus M. Miller
AI总结 本文研究了极化新闻内容对新闻平台参与度(时间停留)和承诺(订阅和留存)的影响,发现供应驱动的极化内容增加参与度但不增加订阅,而在高政治相关性时期,极化内容会减少订阅并加速流失,这与情感极化有关。
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驱动参与度的内容不一定是驱动支付意愿的内容。我们研究了极化内容如何影响主要新闻平台的参与度(网站停留时间)和承诺(订阅和留存)。我们使用深度学习分类器和针对多党制定制的大型语言模型测量文章层面的极化程度,并通过两种互补的工具变量识别因果效应:一种是利用供给侧编辑变化的巴特克工具变量,另一种是利用需求侧政治显著性的选举工具变量。我们发现,供应驱动的极化内容增加参与度但不增加订阅。在高显著性选举窗口期间,相同内容减少订阅并加速流失,情感极化驱动了最大的分歧。在机制上,我们发现证据与确认偏见不一致:三个预确定的意识形态代理变量不影响参与度或订阅效应。相反,在出版商覆盖双方的意识形态维度上,外生的出版商内容供应与读者基线意识形态相反时,会增加他们对该内容的消费,这与平衡消费一致。这些结果记录了数字出版商的不对称参与-承诺权衡:极化内容可靠地捕获注意力但不转化为订阅,并在政治显著性提高时主动损害承诺。
Content that drives engagement need not be the same content that drives willingness to pay. We study how polarizing content affects engagement (time on site) and commitment (subscriptions and retention) on a major news platform. We measure article-level polarization with deep-learning classifiers and large language models tailored to a multiparty system, and identify causal effects with two complementary instrumental variables: a Bartik instrument exploiting supply-side editorial variation, and an election instrument exploiting demand-side political salience. We find that supply-driven increases in polarizing content raise engagement but not subscriptions. During the high-salience election window, the same content reduces subscriptions and accelerates churn, with affective polarization driving the sharpest divergence. On the mechanism, we find evidence inconsistent with confirmation bias: three pre-determined ideology proxies do not moderate the engagement or subscription effects. By contrast, on ideological dimensions where the publisher covers both sides, exogenous shifts in the publisher's supply of content opposite readers' baseline ideology raise their consumption of that content, consistent with balanced consumption. These results document an asymmetric engagement-commitment trade-off for digital publishers: polarizing content reliably captures attention but does not convert to subscriptions, and actively damages commitment when political salience is elevated