Cultural omnivorousness in Ukraine: Examining relationships with social indicators via literary preferences among readers

The ability to accumulate extensive tastes, which is known as cultural omnivorousness, can play a significant role in social stratification and marking social groups. The omnivore argument posits that higher-status cultural tastes tend to be broad and diverse (omnivore). In contrast, lower-status cultural tastes are limited and exclusive (univore). This study investigates cultural omnivorousness in Ukraine by (1) examining latent classes of audiences and (2) exploring the relationship between cultural omnivorousness and positions in the social structure, considering educational attainment, financial situation, age, gender and type of settlement. Relying on the data from the survey ‘Reading in the context of media consumption and life construction’ conducted in 2020, this study focuses on the breadth/volume of behavioral preferences in literary genres among readers in Ukraine (N = 1302). The latent class analysis presents evidence of the distinctiveness of the omnivore class. Subsequent regression analysis shows a strong positive association between high education and omnivorous taste, whereas the financial situation bears no significant direct effect. Regression coefficients for socio-demographic variables indicate a more omnivorous taste amongst women and residents of big cities. The study concludes by discussing potential limitations and further perspectives for investigating the relationships between cultural omnivorousness and social stratification.