Howard Journal of Communications · 2013 · 21 citations · 32 references
Social SciencesEthnic StudiesSocial PsychologyAudience StudiesMedia StudiesStereotypingEthnic MediaEthnic Representation In MediaIndigenous MediaMedia Framing Of RaceMedia Portrayals Of RaceRace In MediaRace In Popular Culture
The study examined how YouTube videos about Native Americans influence viewer comments. User comments showed positive reactions to both traditional and contemporary Native American portrayals, and the videos prompted discussions of racial discrimination, suggesting that new media can shape perceptions of marginalized groups. Key terms include audience response, contact hypothesis, Native Americans, parasocial content analysis, and YouTube videos; statistical notes mention a Welch statistic due to violation of homogeneity of variance.
Abstract This study explored the effects of YouTube videos relating to Native Americans on viewer comments posted under the videos. An analysis of user comments as a function of different aspects of racial depictions shows that although users respond favorably to some traditional portrayals of Native Americans, they also respond favorably to Native depictions in contemporary, mainstream contexts and that the videos motivate the viewers to talk about racial discrimination. These findings point to new media outlets’ potential to influence established social perceptions of marginalized racial groups. KEYTERMS: audience responsecontact hypothesisNative Americansparasocial content analysisYouTube videos Notes a Welch statistic is reported due to violation of the homogeneity of violence assumption. *Bold numbers signify p < .05. *Bold numbers signify p < .05. *Bold numbers signify p < .05. a Welch statistic is reported due to violation of the homogeneity of violence assumption. *Bold numbers signify p < .05. *Bold numbers signify p < .05. *Bold numbers signify p < .05.
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The Parasocial Contact Hypothesis
Edward Schiappa, Peter B. Gregg, Dean E. Hewes · Communication Monographs · 2005 · 834 citations