Do you like Pharrell's "Happy"? Then you're probably a conservative.
If you’ve ever tried to argue with a stranger on the Internet about politics (or with your family at Thanksgiving dinner), you’re well aware that it's a recipe for disaster: political ideology is often so deeply rooted that it feels hard-wired into our DNA. Political ideology strongly influences our views on things like economics and social policies, but could it also have far-reaching influences on things we aren’t even aware of? The Fox Lab at New York University believes the answer is yes.
Their theory?
“Ideology fundamentally alters how we perceive a neutral stimulus, such as music,” said Caroline Myers, who presented her research at the 2018 Society for Neuroscience Meeting.
To examine the influence of political ideology on musical preference, participants self-reported their political ideology as liberal, conservative, or center, and then listened to clips from 192 songs. For each song clip, they would rate how familiar they were with the song and then how much they liked or disliked it. These songs included the top 2 songs each year from the Billboard Top 40, iconic songs across certain genres, and a selection of more obscure music. Participants additionally ranked how often they believed they listened to certain genres of music -- which led to some surprising findings.
For example, 60% of individuals who identified as liberals said that they listen to R&B music, and yet they weren’t any more familiar with these songs than any other group -- and they actually liked R&B songs less than their conservative counterparts. Liberals also stated they listen to jazz but were not any more familiar with jazz music than the other groups.
They also looked at individual song preference across the various ideologies. Some did not showcase any major differences, with classical music being the least divisive of all the musical genres. The most polarizing song, however, was “Happy” by Pharrell Williams. Conservatives love it, while liberals hate it. And there’s actually evidence of this in the real world -- just two weeks ago, Pharrell issued President Donald Trump a cease and desist order for using the song at one of his rallies.
While we can use this information to create a kick-ass playlist for our like-minded friends, is there any evidence that we can guess an individual’s political ideology purely based on musical taste? Surprisingly, the answer is yes.
“We were able to estimate individual’s ideological leanings to an accuracy of 70%,” said Myers.
Myers is currently working on addressing the limitations of her study such as the limited number of conservative participants due to heavy on-campus recruiting for the study. However, the results are still striking, and quite concerning, from a personal data standpoint. It goes to show that, even if we’re not actively posting personal details on social media, companies may still have other means to gain insight into our personal preferences – and we might not even be aware of it.
