The effects of news report valence and linguistic labels on prejudice against social minorities

ABSTRACT

Combating prejudice against social minorities is a challenging task in current multicultural societies. Mass media can decisively shape prejudice, because it often represents the main source of information about social minorities. In 3 studies in the Czech Republic (N = 445) and Switzerland (N = 362; N = 220), we investigated how prejudice against negatively and positively perceived minorities (the Roma in Study 1, Kosovo Albanians in Study 2, Italians in Study 3) is influenced by a single exposure to a print news report, by manipulating the valence of reports about minority members (positive vs. negative vs. mixed) and linguistic forms for minorities’ ethnicity (nouns vs. adjectives). Positive and negative reports shaped prejudice in the respective directions; the effect of mixed reports mostly did not differ from positive reports. Labeling ethnicity with nouns (e.g., a male Roma) resulted in more prejudice than adjectives (e.g., a Roma man), independent of report valence. Report valence influenced the affective part of prejudice (i.e., feelings toward a minority), whereas language consistently shaped the behavioral part of prejudice (i.e., preferred social distance from a minority).