In an experiment, participants exposed to depictions of an intergroup interaction between a border patrolling U.S. citizen and an illegal immigrant demonstrated changed attitudes toward illegal immigrants depending on the valence of the portrayal. Negative effects were enhanced among people who identified more strongly with the U.S. citizen character, and positive effects were moderately, although nonsignificantly enhanced among those who viewed the illegal immigrant character as more typical of illegal immigrants in general. Liking of the illegal immigrant character was a significant mediator of the effects. The positive effects on attitudes toward illegal immigrants transferred to more positive attitudes toward other social groups as well. The study is framed in terms of a social cognitive theory approach to vicarious intergroup contact.

An experiment examined the effects of imagining contact with an illegal immigrant on attitudes towards illegal immigrants and subsequent effects of that attitude change on feelings about other groups (secondary transfer). Compared to a condition in which participants imagined negative contact with an illegal immigrant, participants who imagined positive contact reported more positive attitudes concerning illegal immigrants. Using bootstrapped mediation models, effects of positive imagined contact on attitudes towards illegal immigrants were shown to generalize to other groups that were independently ranked as similar to illegal immigrants, but not to dissimilar groups. This generalization gradient effect was relatively large. Implications for theory and practical applications to prejudice reduction are discussed.

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In this experiment we manipulated three features (intergroup social comparison, outgroup character stereotypicality, intergroup intimacy) of an intergroup TV pilot proposal. We examined how two underlying social identity motivations (social enhancement, social uncertainty reduction) were gratified by the aforementioned features, and whether this gratification predicted media attractiveness. Findings indicate that when social comparison was manipulated to advantage the ingroup, intergroup media gratified existing social enhancement motivations and led to audiences rating the show as more entertaining and attractive. This finding was most clearly evident in the absence of intergroup romance. The gratification of social uncertainty reduction motivations was also shown to increase audience perceptions of intergroup media attractiveness, but outgroup stereotypicality was weakly associated with the gratification of this motivation. These results are discussed in terms of both theoretical implications as well as applications to media campaigns.

In this experiment, participants were presented with a prosocial message modeled from modern public health campaigns. Although the message was kept identical, the context of the message was experimentally manipulated to represent either a viral user-generated video or a government-sponsored public service announcement. The data provided evidence of an indirect relationship between media context and persuasive efficacy mediated through subjective evaluations of the message and social identification with the message producers. Results are discussed in terms of social identity theory and entertainment processing models.