Bridging Segregation Via Media Exposure? Ingroup Identification, Outgroup Distance, and Low Direct Contact Reduce Outgroup Appearance in Media Repertoires

Abstract

Researchers have started to demonstrate that media exposure to outgroups can reduce prejudice. However, in contexts of segregation a bias to select ingroup-rich media might hinder exposure and prevent those positive effects. We conducted a survey study (n = 1,095) in South Africa, a context with a notorious history of racial separation and persisting informal segregation. In accordance with the social identity gratification approach and social cognitive theory, respondents showed group-related selection biases. Respondents who identified more strongly with their ingroup, who perceived more distance towards outgroups, and who had less direct contact showed stronger biases. The findings remind us that those who would potentially benefit the most from outgroup exposure might also be those who are least likely to be exposed.

Confirming Bias Without Knowing? Automatic Pathways Between Media Exposure and Selectivity

“…As the selection of biased messages further strengthens unfavorable intergroup and interpersonal outcomes, this process ultimately reinforces the status quo, limiting media’s capacity to break through the spiral of social conflict and exclusion. These conclusions are consistent with Schieferdecker and Wessler’s (2017) argument that users’ selectivity poses a boundary condition to media’s ability to fostering positive outgroup beliefs.…”

“…The limited available evidence linking media effects to selectivity pertains exclusively to overtly expressed beliefs regarding outgroup members (Schieferdecker & Wessler, 2017). This is surprising, as research in the media-stereotyping domain can be considered socially sensitive, limiting explicit measures validity due to participants’ impression-management biases (Appiah et al, 2013; Arendt et al, 2016).…”

“…Schemer, 2012). Instead, much of the previous research has focused on the selection of ingroup-rich content, driven by group membership and group identification (e.g., Knobloch-Westerwick & Hastall, 2010; Schieferdecker & Wessler, 2017). Largely missing are studies that take into account prior media exposure and other psychological predictors of preferences for media content.…”

“…Recent evidence suggests that self-selected mediated exposure to outgroup members decreases negative outgroup sentiment (Wojcieszak & Azrout, 2016), but only if this content is positive. By the same logic, if citizens self-select into negative biased content, negative effects can be anticipated (Schieferdecker & Wessler, 2017). Self-consistency motives might also play a role here: Individuals might align their outgroup perceptions with the news choices they made (Heider, 1958).…”

“…Studies applying insights from a variety of theoretical perspectives have highlighted the positive role that media may serve in improving intergroup dynamics (e.g., Park, 2012; Wojcieszak & Azrout, 2016). Of course, to achieve these positive outcomes, audiences must be exposed to auspicious media depictions of outgroup members (Mastro & Tukachinsky, 2011; Schieferdecker & Wessler, 2017). For this to occur, not only must such representations exist for consumption, but audiences must also select them.…”