The Influence of Exemplar Versus Prototype-Based Media Primes on Racial/Ethnic Evaluations

Abstract

This study examined the individual and combined effects of exposure to positive Latino exemplars and prototypes in the media on White audience members' attitudes about and judgments regarding Latinos in society. Although it was expected that exposure to these favorable models would promote positive evaluations of Latinos among White consumers, the extent to which one mode of presentation could be privileged in the production of more beneficial outcomes was uncertain based on existing research. These results cautiously indicate that while prototypes may offer some advantages in terms of reducing stereotyping, both exemplar- and prototype-based characterizations of positive race-related media content (alone and in combination) can positively influence consumers' perceptions of target racial/ethnic groups.