Entertainment-education effectively reduces prejudice. (October 2018)

• Record Type: Journal Article
• Authors: Murrar, Sohad; Brauer, Markus
• Is Part Of: Group processes and intergroup relations. Volume 21:Number 7(2018)
• Page Start: 1053
• Page End: 1077
• Publication Date: 2018-10
• Subjects: entertainment-education -- identification -- intervention -- narratives -- prejudice reduction; Intergroup relations -- Periodicals; Social groups -- Periodicals; 302.305
• DOI: 10.1177/1368430216682350
• Languages: English
• ISSNs: 1368-4302

Abstract

We show that entertainment-education reduces prejudice and does so more effectively than several established prejudice reduction methods. In Experiment 1, participants exposed to an educational television sitcom with diverse, yet relatable Arab/Muslim characters had lower scores on implicit and explicit measures of prejudice than participants exposed to a control sitcom featuring an all White cast. The prejudice reduction effect persisted 4 weeks after exposure. In Experiment 2, viewing of a 4-minute music video that portrayed Arabs/Muslims as relatable and likable resulted in a larger reduction in prejudice against Arabs/Muslims than two established prejudice reduction methods ( imagined contact exercise and group malleability article ), which produced no improvements. In both experiments, increased identification with target group members was associated with greater prejudice reduction. Entertainment-education, in addition to being scalable, is likely to be one the most effective methods for improving intergroup relations and promoting diversity.