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NPR did a study on 15,000 regular NPR listeners, and the idea of a more left-wing listenership appeared to be a myth. NPR listeners:
- Are as likely as the rest of the population to own a firearm
- Are more likely to own powertools.
- Are more likely to attend a live NASCAR event.
So maybe the notion of NPR being more liberal comes from their receiving the bulk of their funding from the government, thereby making it a more socialized program; in the minds of many Americans as being on par with welfare and socialized medicine (liberal).
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