The Silver Screen and Authoritarianism: How Popular Films Activate Latent Personality Dispositions and Affect American Political Attitudes

Abstract

Do popular films activate authoritarianism? We theorize that, because of the willing suspension of disbelief, films encourage social learning, which primes viewers to respond to messages activating latent personality traits such as authoritarianism. This activation then affects citizens’ political attitudes. To test our theory, we use a 1 × 3 posttest experimental design where treatment groups watch feature-length films. As treatments, subjects watch 300 and V for Vendetta, and the control film is 21 Jump Street. Consistent with our hypotheses, we find that 300 activates authoritarianism while V for Vendetta activates antiauthoritarianism. As expected, 21 Jump Street has no effect. In addition, we show that the activation of authoritarianism produces significant differences in attitudes on U.S. primacy, rights of protestors, immigration, and military service. This research demonstrates how the causal mechanism between entertainment media and latent personality activation affects political attitudes, which advances both the American political behavior and media politics literature.