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A way of reducing polarization would be by distributing cross-partisan news among individuals with distinct political orientations, i.e., \u201creaching the bubbles\u201d. This study investigates whether this holds in the context of nationwide elections in Brazil and Canada. We collected politics-related tweets shared during the 2018 Brazilian presidential election and the 2019 Canadian federal election. Next, we proposed an updated centrality metric that enables identifying highly central <jats:italic>bubble reachers<\/jats:italic>, nodes that can distribute content among users with diverging political opinions\u2014a fundamental metric for the proposed study. After that, we analyzed how users engage with news content shared by <jats:italic>bubble reachers<\/jats:italic>, its source, and its topics, considering its political orientation. Among other results, we found that, even though news media disseminate content that interests different sides of the political spectrum, users tend to engage considerably more with content that aligns with their political orientation, regardless of the topic.<\/jats:p>","DOI":"10.1140\/epjds\/s13688-022-00357-3","type":"journal-article","created":{"date-parts":[[2022,8,13]],"date-time":"2022-08-13T06:02:39Z","timestamp":1660370559000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":9,"title":["Reaching the bubble may not be enough: news media role in online political polarization"],"prefix":"10.1140","volume":"11","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-5829-4484","authenticated-orcid":false,"given":"Jordan K.","family":"Kobellarz","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Milo\u0161","family":"Bro\u0107i\u0107","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Alexandre R.","family":"Graeml","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Daniel","family":"Silver","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Thiago H.","family":"Silva","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"297","published-online":{"date-parts":[[2022,8,13]]},"reference":[{"issue":"1","key":"357_CR1","doi-asserted-by":"publisher","first-page":"415","DOI":"10.1146\/annurev.soc.27.1.415","volume":"27","author":"M McPherson","year":"2001","unstructured":"McPherson M, Smith-Lovin L, Cook JM (2001) Birds of a feather: homophily in social networks. 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