Media representations of majority and minority groups

This research series replicated and extended earlier findings of Gardikiotis, Martin, and Hewstone ( 2004 ), who examined via content analysis UK media representations of numeric majority and minority groups. Using news articles from North and South Dakota, where majority/minority population characteristics mirror those of the UK in terms of number and power, Study 1 replicated the patterns of results found in Gardikiotis et al. Study 2, in which articles from California newspapers were analyzed, yielded findings contrary to Gardikiotis et al. and our Dakota analyses: Minority headlines were more frequent in California, and majority articles were longer than minority articles. Consistent with UK and Dakotas findings, majority headlines in California were associated with politics and identity adjectives, whereas minority headlines were linked to social issues and ethnicity‐based adjectives. Arguably, these differences occurred because in California, unlike the UK and the Dakotas, Whites are not simultaneously the social power and the numeric majority. Variations in power and number associated with majority and minority status were discussed in explaining differences across contexts, and in signaling possible shortcomings in the conceptualization and methods used to investigate minority and majority influence. Copyright © 2006 John Wiley & Sons, Ltd.