This study defined "preference types" (types of people who use various media) and looked at constructs people used in deciding their preferences. Preferences in one medium were compared with preferences in another medium for the same group of people. The six media studied were television, radio, movies, magazines, brand commercials, and political messages. Q-methodology was used in the design and execution of the study. A balanced-block design of four style and content elements (reality, moral value, and complexity, and seriousness) was used as the basis for building a Q-sort instrument for each medium. Factor analysis was used to develop a set of six basic preference types: the information-seeker, the entertainment-seeker, the youth-oriented type, the sophisticate, the human interest type, and the successful-adjustment-to-life type. Each preference type is explained in terms of the preference constructs shared by the members. Analysis of individual cases indicates that there are more similarities in individual preferences across the media than there are differences. (Author/JK)