Understanding Narrative Persuasion: Exploring the Effects of Perceived Intended Audience and Outgroup Evaluation on Attitudes

• In Event: Top Papers in Intergroup Communication

Abstract

Researchers have recently been interested in understanding the effects of narrative persuasion on attitudes towards outgroups (Ortiz & Harwood, 2007; Schiappa, Gregg & Hewes, 2005). In these mediated interactions, audience members may experience reduced prejudices towards outgroup members after viewing a positive portrayal of an outgroup member on television. This reduction in prejudices demonstrates the incredible persuasive power of narratives and should be examined more closely. Specifically, this study examines the role that perceived intended audience of a television show and the outgroup evaluation of that portrayal have on audiences' attitudes toward outgroups. Our findings suggest that audience members report lower levels of prejudice when they believe that the narrative is aimed at ingroup members than when it is aimed at outgroup members. Additionally, the extent to which a portrayal is seen as accurate or inaccurate by outgroup members affects audience attitudes toward the outgroup.

Authors

• Katherine R. Dale, Ohio State University

• Osei Appiah, Ohio State U