Progressive Cosmopolitans are city dwellers. Lavish Mod-cons like to splash the cash. And Anti-Establishment Firebrands? Well they're definitely the most likely to vote for Donald Trump if they had the chance.
Welcome to the Political Persona Project, a comprehensive attempt to examine Australian political attitudes, lifestyles and social values.
Why did we do it? Because the political world has seemingly turned upside down.
Old labels are fast becoming redundant as new political divides emerge. Such fragmentation seems simplistic when viewed only through the prism of left or right, Liberal or Labor.
Hence our attempt to look at the new fault lines emerging in Australia. By surveying 2600 Australians from all walks of life, and weighting that data for the entire population, we were able to analyse clusters of attitudes that people grouped around.
From there we built our seven political tribes.
It's important to note that very few people will be an exact match for one tribe. There aren't only seven types of Australians! But by representing it this way, and showing you how much you agree with the different clusters, you should get a sense of where you fit in the wider population.
Take the test, and then scroll down for a definition of the seven persona types.
Society is changing fast. Where do you fit in?
Perhaps the most shocking thing about Donald Trump is his continued ability to shock.
First his victory in the Republican primaries, then his election win, now his turbocharged attempt to change the direction of the United States, showing no respect for diplomatic niceties in the process. Each of these stories has been met with incredulity by a large, supposedly informed sector of society. How. Is. This. Happening?
It's an extension, too, of what's been occurring in Europe, with Brexit and the rise of the far right. The political landscape has rapidly changed, leaving conventional wisdom scrambling to catch up.
Traditional political labels are left challenged. How do you sum up President Trump's peculiar mix of populism, a mishmash of strident nationalism, small government liberalism, authoritarianism, Keynes-like fiscal stimulus and conservative social values? How do we make sense of the new social fault lines which have been exposed? And how relevant to Australia are the political ructions playing out in Europe and North America?
These are the questions that inspired Fairfax Media, in partnership with digital information analysts Kieskompas and the Australian National University's Social Research Centre, to embark upon the Political Persona Project. We surveyed 2600 Australians from all walks of life, from rich to poor, city and country, young to old. And then, through rigorous data analysis, we searched for clusters of like-minded people who gathered around particular issues. Our interactive tool allows readers to compare themselves to the seven distinctive political tribes we have identified:
- Progressive Cosmopolitans
- Activist Egalitarians
- Ambitious Savers
- Lavish Mod-Cons
- Prudent Traditionalists
- Disillusioned Pessimists
- Anti-establishment Firebrands