Pluralistic media ignorance: Presence and causes

This study examines the presence and causes of pluralistic media ignorance – incorrect estimation of media content in a way that creates the impression that popular broadcasting is overabundant with morally controversial material. Using the appearance of sexual content in television advertising in Israel as a case study, we compare survey estimates (N = 305) of the prevalence of this material with its actual level according to the findings of a content analysis of commercials (N = 752). Pluralistic media ignorance emerges as a predominant norm, when viewers are requested to estimate the prevalence of “soft core” content like kissing and partial nudity, but it is a minor phenomenon, when estimating the share of more explicit material such as intercourse, homosexuality and rape. The most prominent predictors of pluralistic media ignorance are disapproval of the inclusion of objectionable content in popular media and extended recall of media exemplars that contain such content. Religiosity, ethnicity and sex are only partly predicting the emergence of pluralistic media ignorance. Media consumption, fear of media influence and other demographics are not predicting it at all. Public policy implications are discussed and suggestions for future research are given.