The Politics Attention Makes: Platform Media Logic and the Mediatization of Politics

Abstract

Empirical research on social media and politics has primarily treated platforms as distributive systems that expose users to particular messages. The mediatization literature, however, suggests shifting attention upstream: from circulation to production. Under intense competition for platform attention, political actors who depend on visibility face pressure to learn from recurrent differences in reach and engagement - shaping politics around platform media logic. This paper examines that production-side dimension of platforms political impact by introducing attention price analysis: an exploratory method for estimating the differentiated attention returns associated with forms of expression. Using RoBERTa reward models trained on residualized engagement across X/Twitter, Bluesky, and Mastodon, the analysis compares how platform environments reward rhetorical, emotional, epistemic, and relational features of public communication. The attention signal differs sharply across platforms and engagement actions. X/Twitter sharing rewards antagonism while penalizing respect and nuance; Bluesky reposting favors neutral, lower-emotion language; and Mastodon boosts reward reasoning, nuance, compassion, and collective expression. Toxicity is rewarded across platforms, but in bounded and nonlinear ways. The findings suggest that moving from X/Twitter to less engagement-optimized alternatives such as Bluesky and Mastodon does not eliminate attention pressures, but it may reward less antagonistic and more deliberative forms of politics. The paper contributes a production-side approach to social media and politics by making one dimension of platform media logic empirically visible.