Media Use and Green Lifestyle Politics in Diverse Cultural Contexts of Postmaterialist Orientation and Generalized Trust: Findings From a Multilevel Analysis

Abstract

In lifestyle politics, citizens take political action by adapting their everyday lives to address transnational challenges, such as climate change. An important driver of lifestyle politics is exposure to media - both mass media, serving as important information sources, and social media, enabling discussion and expression. To explore how elements of culture shape this relationship, this study examines (a) the link between media use (measured by mass media and social media use) and lifestyle politics across 28 European countries and (b) how cultural context factors (measured by national levels of postmaterialist orientation and trust) moderate this relationship. Results of a multilevel analysis support the positive link between mass media use and lifestyle politics across all countries. However, the results also suggest that the relationship between social media use and lifestyle politics is positive only in countries with postmaterialist orientations and high levels of trust, underscoring the importance of cultural context factors.