Social identity, rather than partisanship or ideology, explains sorting in popular firlm viewership

Silver screen sorting: Social identity and selective exposure in popular film viewing. Jeremiah J. Castle, , Kyla Stepp. The Social Science Journal, https://doi.org/10.1016/j.soscij.2018.04.001

Highlights
•    Selective exposure on the basis of social identity is an important factor in film viewership.
•    Our theory is tested using a sample of college students.
•    Wide gaps in movie viewership are apparent between partisans.
•    Social identity, rather than partisanship or ideology, explains sorting in movie viewership.

Abstract: While research in media and politics has long stressed the importance of television, the political impact of movies has largely been ignored. However, a small body of literature suggests that both political docudramas and popular films may have the capacity to change the issue attitudes of viewers. Building on that work, this paper examines the potential for selective exposure in movie viewership. We develop a theory that there is large-scale sorting into popular movies rooted in social identity theory. We argue that sorting is a result of two processes: film studios marketing films towards particular social groups and individuals sorting into films based on social group characteristics. We test this theory using a unique dataset in which undergraduate students were asked to rate trailers for a variety of political docudramas and popular films. Our results indicate that there is indeed widespread sorting into popular films on the basis of social identities rooted in socio-demographic traits.

Keywords: Movies; Films; Selective exposure; Social identity; Public opinion