بررسی تاثیر سبک‌های شخصیتی تاریک (خودشیفتگی، جامعه‌‏ستیزی و ماکیاولیسم) بر انتخاب ژانر فیلم‌های سینمایی با توجه به نقش تعدیل‌گر جنسیت

یکی از عوامل مهم در انتخاب ژانر فیلم های سینمایی، سبک شخصیتی افراد است. از این رو، پژوهش حاضر با هدف بررسی تاثیر سبک های شخصیتی تاریک (خودشیفتگی، جامعه ‏ستیزی و ماکیاولیسم) بر انتخاب ژانر فیلم های سینمایی با در نظر گرفتن متغیر تعدیل ‌گر جنسیت انجام شده است. این مطالعه از لحاظ هدف کاربردی و از نوع توصیفی است و با روش پیمایشی انجام شده است. نمونۀ آماری این پژوهش 325 نفر از دانشجویان دانشگاه شهید بهشتی بودند. به منظور تحلیل داده ها، از روش حداقل مربعات جزئی و نرم‏افزار smart pls 2 استفاده شد. برای سنجش روایی از روایی همگرا بهره گرفته شد و به منظور برازش پایایی، آلفای کرونباخ استفاده شد که ضریب آن برای تمام سازه های پژوهش بیشتر از 7/0 بود. نتایج به ‏دست ‏آمده حاکی از آن بود که شخصیت خودشیفته تاثیری مثبت و معنادار بر انتخاب ژانر فیلم سینمایی دارد. همچنین، تاثیر مثبت و معنادار شخصیت جامعه‏ ستیز بر انتخاب ژانر فیلم سینمایی تایید شد. از طرف دیگر، شخصیت ماکیاولیست نیز تاثیری مثبت و معنادار بر انتخاب ژانر فیلم سینمایی دارد. در نهایت، نتایج این پژوهش نشان داد متغیر جنسیت رابطۀ بین شخصیت های سه‌‏گانۀ تاریک و انتخاب ژانر فیلم سینمایی را تعدیل می ‌کند.

examining the role of dark personality styles (narcissistic, psychotic, and machiavellian) on the choice of genre of movies concerning the moderating role of gender

purpose: one of the important factors in choosing the genre of movies is the personality style of people. therefore, the present study aims to investigate the role of dark personality styles (narcissistic, psychotic, and machiavellian) on the tendency to the genre of movies, considering the moderating variable of gender. in today’s world, the preferences of different movie or book genres such as horror, action, romance, and fantasy to express the unique aspects of the character have been continuously noticed by the filmmakers and this issue has been continuously noticed. a person’s personality and values may influence his choice to perform various actions in real life. this supports the idea that people are not passive recipients of media messages, but are active in choosing media content. on the other hand, gender, personality, and movie preferences and evaluating the effects between them are very important. do comedies have a general distinction in terms of gender? are men and women who enjoy horror movies similar in personality? regardless of gender, do personality traits affect the preference for different movie genres such as horror, action, romance, and fantasy? in this way, the personality of users can be matched with any personal information available on social media. the predominance of visual media and their appeal in terms of the importance they have in most people’s lives is easily shown. therefore, it is clear that both movie preferences and personal study can be a means through which people express aspects of their personality. this issue partially shows the importance of entertainment media in our daily lives. however, the question arises whether the dark sides of the personality are revealed in such preferences. design/methodology/approach: this study is applied and descriptive in terms of purpose and has been conducted with a survey method. since the purpose of the research is to determine the relationships between the variables, the current research is descriptive and correlational in terms of the method of data collection, and it has been carried out in a single cross-sectional manner. the statistical population in this study is 325 master’s degree students of shahid beheshti university who watch at least one movie a month. sampling has been done in a simple random manner and to explain the sample size, cochran’s formula has been used assuming sampling from a limited population. to collect data, a closed and standard 16-question questionnaire based on an ordinal scale and a five-point likert scale was used. the questionnaire of this research consists of two parts. the first part includes demographic questions (age, gender, marital status, and academic field) and the second part includes the main questions of the questionnaire proposed based on the hypotheses of the research, and their validity and reliability were confirmed. the standard questionnaire includes 4 dimensions (narcissism, anti-socialism, anti-socialism, machiavellianism, and movie genre). the questions were controlled by some professors. also, to check the reliability and validity of the measurement model, smart-pls software was used. the cronbach’s alpha coefficient for all research constructs is more than 0.7, which is at the desired level and shows the validity of the research measures. findings: the obtained results indicate that the narcissistic personality has a positive and significant effect on the choice of movie genre. also, the positive and significant effect of the psychotic character and the choice of movie genre was confirmed. on the other hand, the machiavellian character has a positive and significant effect on the choice of movie genre. discussion and conclusion:  finally, the results of this research showed that the gender variable moderates the relationship between the characters with dark personality styles and the choice of movie genre. nowadays, due to the various cultural, economic, etc. aspects of movies, it has become very important to pay attention to the opinions of different sections of society and experts in the cinema industry, and this industry has become very audience-oriented. as the most complex creature in the world, man has many different internal dimensions and the personalities of people also have many differences. therefore, it is very important to pay attention to different characters in society and the effects these characters have on the choice of genre of movies. on the other hand, movies can have different effects on different personality styles and different genders.