MINNEAPOLIS, April 14 (AScribe Newswire) -- New studies by University of Minnesota communication researchers have found that exposure to positive portrayals of gay characters on television and in film can reduce levels of prejudice among viewers.
From their studies, the researchers have created a theory called the Parasocial Contact Hypothesis, said lead researcher Edward Schiappa, who is a professor of communication studies and the Paul W. Frenzel Chair of Liberal Art at the University of Minnesota.
"Our Parasocial Contact Hypothesis contends that positive experiences with minority characters can reduce prejudice in a manner similar to direct contact with people," Schiappa said.
Fifty years of research and 700 studies have already supported what is known as the Contact Hypothesis, which holds that direct interpersonal contact, under certain circumstances, between majority and minority groups can contribute to lower prejudice. For example, white people who have contact with black people on equal terms are less likely to be prejudiced than those without such contact.
Mass communication researchers have also proven that most viewers treat televised characters as real, and "parasocial" interaction is mentally processed similarly to direct interaction, Schiappa said.
"Through the medium of television, viewers actually develop a relationship with the characters, and this parasocial relationship leads to lessened prejudice," he said.
Schiappa and co-researchers Dean Hewes, a U of M communication studies professor, and Peter Gregg, an U of M doctoral candidate in communication studies, have just published two studies in the academic journal Communication Monographs that support their theory.
One study measured more than 150 students' level of prejudice both before and after exposure to 10 episodes of "Six Feet Under" from its debut season on HBO. A major plot development during the first season was character David Fisher coming to terms with his homosexuality and coming out to his family, friends and church. A comparison of pre- and post-test results among students who had never seen the show before demonstrated a statistically significant reduction in their reported prejudice toward gay men.
University researchers followed up with an experiment that randomly assigned 80 students to watch three episodes of "Queer Eye for the Straight Guy" and 80 students to watch a stand-up comedy special. The students who watched "Queer Eye" showed significant reduction in prejudice that correlated with how much they learned about gay men as a group.
"The more they learned (that they did not know before) about gay men as a group, the more their attitudes toward gay men moved in a more tolerant direction," he said.
The amount of change was greatest among those with little or no prior direct interpersonal contact with gay men, according to the study.
The evidence to support their theory continues to grow. Another yet-to-be released study surveyed 245 college students and found a significant correlation between positive experiences of the series "Will & Grace" and lower levels of anti-gay prejudice.
"The more viewers watched and enjoyed Will and supporting character Jack, the lower their level of prejudice," Schiappa said.
Most notably, such correlations were strongest among those with the least amount of prior direct personal contact with gay men - a finding that strongly suggests the TV series influences viewers' attitudes.
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Contact Schiappa at 612-624-2808 or schiappa@umn.edu for
copies of these studies. For media assistance, contact Patty
Mattern, University News Service, 612-624-2801.
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