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  • ABOUT
    • MISSION
    • OUR TEAM
    • WHAT WE DO
    • FELLOWS & PARTNERS
  • PROJECTS
    • OVERVIEW
    • AFRICA NARRATIVE
    • ACTION CAMPAIGNS
    • CHARITABLE GIVING IN THE MEDIA
    • CLIMATE & SUSTAINABILITY RESEARCH PROJECTS
    • HEALTH EQUITY
    • FILM/TV DIPLOMACY
    • IDEOLOGY & ENTERTAINMENT
    • IMMIGRATION ON TV
    • JOURNALISM STUDIES >
      • VIRTUAL REALITY
    • POVERTY NARRATIVES
    • THE SOCIAL DILEMMA IMPACT STUDY
  • PUBLICATIONS
    • OVERVIEW
    • Are You What You Watch?
    • Africa in the Media
    • CASE STUDIES & TIPSHEETS
    • Charitable Giving in the Media
    • IMMIGRATION ON TV
    • METRICS GUIDES FOR JOURNALISTS
    • POVERTY IN POP CULTURE
    • VIRTUAL REALITY
  • NEWS & EVENTS
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Are You What You Watch?

The Lear Center's Media Impact Project polled some 3,000 Americans on their opinions about U.S. and world affairs as well as their favorite entertainment and news preferences.

Using a statistical clustering technique, respondents fell into three clusters: The Blues, who hold more liberal beliefs and enjoy a range of entertainment content; The Reds, who are more conservative in their beliefs and who watch very little TV entertainment, and a swing group, The Purples, who are not only the biggest fans of entertainment TV, but the most likely to take action based on the social issues they see depicted there.

Download the report

The Norman Lear Center's Media Impact Project researches how entertainment and news influence our thoughts, attitudes, beliefs, knowledge and actions. We work with researchers, the film and TV industry, nonprofits, and news organizations, and share our research with the public. We are part of the University of Southern California's Annenberg School for Communication and Journalism.