Persuasiveness of News Editorials depending on Ideology and Personality

Kurzfassung

News editorials aim to shape the opinions of their readership and the general public on timely controversial issues. The impact of an editorial on the reader’s opinion does not only depend on its content and style, but also on the reader’s profile. Previous work has studied the effect of editorial style depending on general political ideologies (liberals vs.conservatives). In our work, we dig deeper into the persuasiveness of both content and style, exploring the role of the intensity of an ideology (lean vs.extreme) and the reader’s personality traits (agreeableness, conscientiousness, extraversion, neuroticism, and openness). Concretely, we train content- and style-based models on New York Times editorials for different ideology- and personality-specific groups. Our results suggest that particularly readers with extreme ideology and non ‘‘role model” personalities are impacted by style. We further analyze the importance of various text features with respect to the editorials’ impact, the readers’ profile, and the editorials’ geographical scope.