Media, National Identity and Selective Exposure: Predictors of Media Preferences among the Catalan Population

Abstract

According to the selective exposure theory, individuals are exposed to the media based on their ideological orientations, and they seek messages that match their convictions. This paper proposes to expand the study of selective exposure beyond the left-right cleavage. It does so by exploring the importance of positions on the centre-periphery axis as predictors of media preferences through a logistic regression using data from the latest post-election survey conducted in Catalonia by the Spanish Centre for Sociological Research (CIS). The results underscore that there was a clear segmentation of audiences according to national identities: whereas citizens with nationalist inclinations preferred to consume Catalan media, non-nationalists preferred Spanish media. In addition, national identity was the most important explanatory factor for radio and television preferences, as opposed to the written press.