The Annual Attitude Examination Survey consisting of 366 questions was deployed on nationally representative sample in Serbia to get 2608 valid inputs on the Oxford Happiness Inventory and Multiple Lickert scale questions concerning attitudes, fears, media use and closeness of different social categories to the participants.
Advances in mobile devices technology enabled media access anywhere and anytime. Appearance of social networks opened new realms of life simulation, potentially boosting media addictions.
Two aspects of technologically driven civilization are evident: availability of new media and interactivity. This study examines media addiction on three levels: purpose of use, medium of choice and online
Increase in media use places question of media addiction as important issue for general quality of life. In those terms there is an assumption that personal characteristics in combination with stressful situations cause repression of inner impulses, thus provoking some psychological condition such as depression, anxiety or loneliness.
Appearance of social networks opened new realms of life simulation, potentially boosting media addictions. Because of appearance and widespread use of new media, there is a need to explore potential hazards of such activities, one of them being media addiction.
Appearance of the Internet and its spread to 38.8% of world population from 1995 to 2013 indicate that new media bring significant changes to societies around the world. Features of new media such as interactivity and possibility to use it from anywhere anytime indicate the Internet may be highly addictive.
Social networks, such as Facebook, Twitter and LinkedIn have been becoming very popular during the last few years. Facebook is currently the world’s most populous “country” with more than 1 .3 billion “ inhabitants”. According to the statistical data, the users share their impressions daily in the form of statuses about upcoming events and present state of affairs, their problems, plans, novel experiences about the products, political stances, and alike.
Public opinion is important for political decisions. Politicians change public attitudes. They often turn public disagreement to predominant support for some policies (Mutz, etal. 1996). Long term change of political attitudes is caused by slow development of personality types (Riesman 1950). Research efforts in the field of political persuasion were based on personality stability, rather than media influence. On the other hand, changes in public opinion and social conditions occur frequently.
This exploratory study seeks to expand previous research by addressing the main research hypothesis that increase in media addiction causes decrease in political participation.