PSYC12H3 Lecture Notes - Contact Hypothesis, Subtyping, Afrocentrism

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Published on 7 Apr 2013
Week 10 PSYC12
Lecture 10 Reducing Prejudice and its effects
Reducing Prejudice
- Pessimism in prejudice research
o This class has focused on almost the dark side of psychology
Stereotypes are functional & adaptive (stereotypes are just one other way we learn)
Our world conspires to make us more prejudiced
Stereotypes are automatic, implicit; inevitable?
Prejudice has long term effects on targets
o What about the bright side? What can we do to improve situation?
Individual Approaches (approaches that target any one person)
- Context & Associations
o Putting people of different races and gender on billboards and advertisements is not just lip
service; actually promotes diversity and tolerance
o It makes them appear more human and outside of their stereotyped arenas
o Implicit stereotypes change depending on context
Wittenbrink et al., 2001
Movie and IAT (people who saw movie with positive associations of black
people had more positive IAT with black people than people who saw movie
with negative associations of black people)
Priming in context (people saw full bodied black people in 2 different settings:
church or graffitied urban city. People have different associations depending on
the background)
o Implicit stereotypes change after training
Kawakami & Phills (2007) > Joystick study
Certain muscles in our body is associated with certain tendencies
Action of biceps is approach and action of triceps is avoid
People who were instructed to approach black faces and avoid white faces showed less
pro-white bias using IAT
- Counter-stereotypic role models
o Can exposure to counter-stereotypic people reduce implicit prejudice?
How do positive role models affect prejudice
o Women’s colleges present natural experiment into how women’s beliefs are shaped by
exposure to women in counter-stereotypic leadership positions
Compare women in co-ed vs. all women’s colleges
- Dasgupta & Asgari, 2004
o Hypothesis:
Women in women’s college will have less stereotyped views of women than women in
co-ed colleges
This difference is due to exposure to counter-stereotypical women, not to pre-existing
o Method: women in women’s vs. co-ed colleges
o Women in math vs. non-math classes
o DV: IAT > Male + Leader/Female + Supporter vs. Female + Leader/Male + Supporter
o Results show that women who go to women’s colleges show a smaller bias toward male+leader
and female+supporter. In second year, women that go to women’s college do not show that
bias, but favours women. However, women that go to coed college show greater bias toward
male+leadership and female+supporter from first to second year
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