Do young Republicans really like The Simpsons? Do Republican women tune into Desperate Housewives? Zogby International and the Norman Lear Center at USC’s Annenberg School conducted an extensive 5-month polling and research study to find out whether entertainment preferences in the U.S. are as divergent as political opinions. Using statistical cluster analysis tools, they analyzed responses from almost 4,000 people to 24 questions and found that “Conservatives”make up 37% of the national sample, “Liberals” 39%, “Moderates” 24%:
People with a “red” entertainment preference think a lot of programming is in bad taste and doesn’t reflect their values. They don’t like a lot of things on TV, but their two favorite channels are Fox and Fox News. They like sports, especially football and auto racing, and they watch news and business programming. They don’t like most contemporary music and they don’t watch VH1 or MTV. They don’t much like late-night TV. They like to go to sporting events, and when they do go to the movies – which is rarely – they seek out action-adventure films. They’re not big book readers, but when they do read, they prefer non-fiction. When they read fiction, they often select mysteries and thrillers. They are more likely to listen to country and gospel than other people, but their favorite music is classical. They don’t play a lot of video games, but when they do, Madden NFL and Mario are their favorites. They think that fictional TV shows and movies are politically biased, and they believe they can predict a person’s politics if they know the person’s entertainment preferences.
People with a “blue” entertainment preference like many of different types of programming, even if it doesn’t reflect their taste or values. They shy away from a lot of primetime programming, especially game shows and reality TV, but they like comedies, drama, documentaries, news, and arts and educational programming. They love 60 Minutes, PBS, HBO, Comedy Central and The Daily Show. They go to the movies, where they often see comedies, and they like to go to live theater and museums and galleries. They read books more often than most people – they prefer fiction to non-fiction, but their favorite genre is politics and current events. They enjoy entertainment with political themes, and they feel like they learn about politics from entertainment. Sports are less interesting to them, but football is their favorite, and they’re more likely to follow soccer than other people. They like lots of different kinds of music (except country) and they watch MTV and VH1. They play video games a lot more than other people – Mario and The Sims are favorites.
People with “purple” entertainment preferences like all the broadcast networks and a lot of primetime programming, including police procedurals, game shows and reality programming. They watch a lot of Fox News and they like daytime and children’s programming more than other people. Moderates like to read non-fiction, including self-help books and biographies, but they like mysteries and thrillers best. Rock music is their favorite – they don’t like classical or folk music as much as other people. Their favorite video games are Mario, Donkey Kong and Madden NFL. They don’t seek out entertainment with political themes and they are far less likely to read books about politics or current events than other people. They are less likely than other people to think that they can predict a person’s politics based on their entertainment preferences. They love “police procedurals” like Law & Order and CSI: Miami, as well as mass–market books like mysteries and thrillers. Basically, anything without a political theme appeals to the “Purples.”