The Effect of Similarity to a Transitional Role Model of an Entertainment–Education Narrative Designed to Improve Attitudes Toward Immigrants: Evidence from Three European Countries

Abstract

This study addresses the factors that increase the persuasive impact of entertainment – education (EE) narrative messages designed to improve attitudes toward immigrants. Specifically, the effect of the demographic similarity between the protagonist of the narrative message (a transitional character) and the audience is studied. Three online experiments were carried out simultaneously in Greece (N = 286), Italy (N = 295), and Spain (N = 294) to evaluate the indirect effect of demographic similarity on identification with the protagonist through perceived similarity, as well as the specific indirect effects on attitude, perceived threat, intergroup anxiety, and prosocial behavior toward immigrants, while including perceived similarity, identification, meaningful affect, and cognitive elaboration as mediating mechanisms. The results obtained in the three countries were in accordance, indicating that demographic similarity increased perceived similarity and, in turn, identification. Furthermore, identification was associated with greater cognitive elaboration and meaningful affect, and both processes, in turn, were associated with more positive attitudes toward immigrants (in all three countries) and also with less perceived threat and more prosocial behavior (in two countries). The findings are discussed in relation to the reduction of prejudice using EE narratives that inspire audiences through cognitive and emotional processes.