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Politics and Bias in the Media HELP!

I am going investigate a "chicken or the egg"question.

Do people watch a certain news station due to prior political beliefs or do viewers gain political beliefs from watching that particular news station.

For example, do conservatives watch FOX News because it is more tailored to their preset beliefs, or do viewers become more conservative because theywatch FOX News?

I just don't know how to conduct the study itself. What methods can I use to measure beliefs and how to I keep track?

Any assistance is very much appreciated! Thank you for your time!

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