Abstract
ABSTRACT Television viewers, journalists and social influence analysts often use the term “television character” or “media-savvy person” when referring to people (also to politicians) who draw the viewers' attention and interest (Reeves, Naas, 2000). The purpose of the research presented herein is to answer two questions: (1) what are the differences in social perception of five main personality dimensions (“the Big Five”: agreeableness, conscientiousness, extraversion, neuroticism, and openness to experience [intellect]) of media-savvy politicians and those considered to belong to the non-media-savvy type; and (2) how traits attributed to media-savvy and media-un-savvy politicians remain connected with the viewers' political self-identification. A hundred journalism students, using an adjective list for “the Big Five” diagnosis (five dimensions of personality), were to identify their political beliefs as right wing, mixed, or left wing and to describe a politician they considered to be the most media-savvy and the least media-savvy person. Results indicate that media-avvy politicians are perceived to be more extrovert (dynamic), more open to experience, and more conscientious than their media-un-savvy counterparts; participants' (viewers') political beliefs reflect the importance of openness and conciliation in perception of media-savvy and non-media-savvy politicians.
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