Personality, media preferences, and cultural participation

In this paper, the impact of the Big Five personality factors (extraversion, friendliness, conscientiousness, emotional stability, and openness) on media preferences (TV programs) and cultural participation (book reading and attending museums and concerts) was examined. The analyses were carried out using the Family Surveys of the Dutch Population from 1998 and 2000 (n = 3156), which allowed us to control for relevant background variables. It was found that openness to experience has a positive effect on 9 of our 12 indicators of TV preferences, book reading, and outdoor arts attendance; openness clearly encourages an interest in complex and exciting recreational practices. Conscientiousness and friendliness tended to have negative effects on activities that were either difficult or unconventional, whereas emotional stability negatively influences more predictable means of escape from everyday life. Overall, the Big Five personality factors contribute substantially to our understanding of people's cultural tastes and practices. (c) 2004 Elsevier Ltd. All rights reserved.