An Analysis of Factors Affecting Attitudes Toward Same-Sex Marriage: Do the Media Matter?

Abstract

Using a survey of more than 5,000 American consumers, this study examines connections between attitudes toward same-sex marriage and media consumption. A positive attitude is predicted by being liberal and less religious, supporting gender and racial equality, willing to try anything once, considering television the primary form of entertainment, watching political talk shows, and reading blogs. The theoretical and methodological contributions and real-world implications of these findings are discussed.

Keywords:

• gay marriage
• media effects
• same-sex marriage