Google,how should I vote? How users formulate search queries to find political information on search engines

Abstract

Search engines play a crucial role in helping users navigate the digital environment. However, factors affecting how users interact with these platforms, in particular choose search queries, remain understudied. Using a representative survey of Swiss citizens conducted before a round of federal popular votes, this study examines how users formulate search queries related to the retirement policies that were voted on in 2024. Contrary to existing research, we find no direct evidence of selective exposure, or users’ tendency to search for pro-attitudinal information, which we explain by the less polarizing search topics. However, the sentiment of the query is partially aligned with the expected vote outcome, indicating possible bandwagon effects. Our results also suggest that undecided and non-voters are more likely to search for interpretations of the policies. In addition, query formulation is affected by the perceived effect of the policy, political efficacy, and sociodemographic characteristics.