Predictors of Media Preferences in Turkish Society: Values and Personality Traits

The purpose of this study is to examine individuals’ media preferences in Turkish society in relation to values and personality traits. A correlational research design was employed with a sample of 437 volunteers. Data were collected using a Personal Information Form, Values Scale, and Big Five Personality Questionnaire. The analyses were conducted using Pearson correlation and logistic regression with Jamovi 2.6.13 software. The findings indicate that certain value dimensions and gender significantly predicted preferences for specific media genres. For thriller and science fiction genres, higher romantic value scores were associated with a lower likelihood of preference, while male participants were more likely than female participants to prefer these genres. For reality-based and informational genres, higher freedom values increased the likelihood of preference, with male participants again showing a greater tendency than females to choose these genres. For emotional and relationship-oriented genres, spirituality and freedom values were found to be positive predictors of preference. Personality traits did not significantly predict media genre selection overall. However, spirituality and human dignity values, along with the trait of extraversion, significantly predicted preferences for Turkish series or films, whereas the intelligence/imagination dimension significantly predicted preferences for foreign series or films. The study concludes with a discussion of the findings and recommendations derived from the results.