Extreme Counterstereotypical Media Exemplars: Working to Reinforce or Reduce Stereotypes

• In Event: Does Group Membership Matter? Implications of Age, Gender, and (Dis)Ability in Intergroup Communication

Abstract

This study uses previous media effects research on stereotypes, cognition, and typicality to examine how extreme counterstereotypical (ECS) media portrayals of older adults affect young adults’ attitudes and stereotypes about older adults in general. Effects are explored in an experiment comparing responses to ECS, counterstereotypical, and stereotypical media portrayals of older adults. Results from 163 young adults indicate ECS portrayals of older adults driving significantly affected driving stereotypes about older adults: young adults exposed to the ECS portrayal rated older adults’ driving ability higher than young adults exposed to stereotypical portrayals; ratings did not differ from those exposed to the counterstereotypical portrayal. This effect was mediated by typicality: the ECS portrayal lessened how typical the older adult driver is perceived in comparison to older adults in general, and perceiving the driver as less typical led to more positive attitudes about older adults’ driving ability in general.

Authors

• Sheila A Springer, University of Arizona

• Nicholas Joyce, U of Arizona

• Jake Harwood, U of Arizona