Television Portrayals and African-American Stereotypes: Examination of Television Effects when Direct Contact is Lacking

Abstract

A self-administered survey questionnaire distributed to Japanese international (n = 83) and White (n = 166) students measured stereotypes of African Americans and vicarious contact (television) variables. Results supported process-oriented learning models of behavior, but not a cumulative effect model of cultivation. The study demonstrated that the media could affect one's impression of other races and further suggested that effects of mass media are more significant when direct information is limited. Implications of an influential role of television in stereotype formation were also discussed.