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Differences in Media Preference Mediate the Link Between Personality and Political Orientation

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Research has consistently demonstrated that political liberalism is predicted by the personality trait Openness to Experience and conservatism by trait Conscientiousness. Less well studied, however, is how trait personality influences political orientation. The present study investigated whether differences in media preference might mediate the links between personality and political orientation. Participants completed measures of Big Five personality, media preferences, and political orientation. Results revealed that increased preferences for Dark/Alternative and Aesthetic/Musical media genres, as well as decreased preferences for Communal/Popular media genres, mediated the association between Openness to Experience and liberalism. In contrast, greater preferences for Communal/Popular and Thrilling/Action genres, as well as lower preferences for Dark/Alternative and Aesthetic/Musical genres mediated the link between Conscientiousness and conservatism.
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Keywords: media preference; political orientation; trait personality

Document Type: Research Article

Publication date: February 1, 2017

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