46
The Power of Media to Breed Hate, Impact Health and Shape Opinions: Presenting Comprehensive Research and Poll Data
The Power of Media to Breed Hate, Impact Health and Shape Opinions: Presenting Comprehensive Research and Poll Data
The National Hispanic Media Coalition is a non‐partisan, non‐profit, media advocacy and civil rights organization established in 1986 in Los Angeles, California.
Its mission is to educate and influence media corporations on the importance of including U.S. Latinos at all levels of employment. It augments the pool of Latino talent with its professional development programs. It challenges media that carelessly exploit negative Latino stereotypes. It scrutinizes and opines on media and telecommunications policy issues.
http://www.nhmc.org
Anti‐Latino Stereotypes and the Media: Results of Two National
Studies
Matt A. Barreto, Ph.D.Co‐Founders, Latino Decisions
September 18, 2012
Belief in Stereotypes about Latinos
An in‐depth, two part study
Part A: National telephone poll of 900 non‐Hispanic respondentsAsked about perceptions of Latinos in the media
Part B: Online survey of 3,000 non‐Hispanic respondents nationwideMeasured how exposure to positive or negative images of Latinos in the media may independently contribute to stereotypes about Latinos
Findings from the National poll
Source: NHMC/Latino Decisions national telephone survey of 900 non‐Hispanic adults
5%
4%
5%
13%
12%
31%
31%
36%
33%
38%
40%
33%
44%
30%
33%
35%
33%
32%
32%
19%
24%
19%
13%
14%
14%
9%
6%
10%
4%
5%
5%
3%
Lawyer/Judge
Teacher
Nurse/Doctor
Dropouts
Police
Maid
Gardener
Criminal
How Latinos are perceived in Television and Film
Very often Sometimes Not too often Never
Findings from the National poll
Source: NHMC/Latino Decisions national telephone survey of 900 non‐Hispanic adults
46% 53% 55% 57%67% 70%
22%25% 26% 26%
19% 17%32%
22% 19% 17% 14% 13%
NPR PBS MSNBC CNN Talk Radio FOX
Trusted News Source and Opinion of "Illegal Alien"Cold Neutral Warm
Findings from the National poll
Source: NHMC/Latino Decisions national telephone survey of 900 non‐Hispanic adults
56%
43%48%
42%
49%
28%
48%
39%41%
19%
42%37%
On Welfare Take Jobs Refuse English Too Many Kids
Latino Stereotypes by TV News Source(percent agree shown)
FOX Network News MSNBC
Belief in Stereotypes about Latinos
Part B
Clearly we have found an association between media portrayals of Latinos and belief in stereotypes
But is there a direct cause and effect?
To test this, we turn to our second study, the experimental study in which we can test how people react to different media portrayals of Latinos
Belief in Stereotypes about Latinos
About the media study
Conducted a survey of 3,000 non‐Hispanic respondents nationwideSurvey was conducted on Internet, via Latino Decisions online panelRespondents were randomly divided into 8 different groupsEach group received one and only one media stimuli:
● Entertainment Negative: Gang scene in Training Day● Entertainment Positive: West Wing, Matt Santos running for President● TV News Negative: MSNBC News show on Latino gangs in Los Angeles● TV News Positive: Interview with first Latino astronaut Jose Hernandez● Radio Negative: Michael Savage show about illegal immigrants● Radio Positive: Interview with first Latina astronaut Ellen Ochoa● Print News Negative: Pat Buchanan news op‐ed about immigration● Print News Positive: Sacramento Bee story about astronaut Jose Hernandez
Belief in Stereotypes about Latinos
About the media study
After being exposed to roughly 1 minute media stimuli, respondents went on to answer questions about beliefs, attitudes, and stereotypes towards Hispanics
Because respondents were only exposed to one stimuli, we can assess what impact, if any, exposure to positive or negative information about Latinos has on the public
After watching a news show about Latino gangs – does the public develop more negative attitudes about Hispanics?
After watching a news show about a highly educated and successful Latino astronaut – does the public develop more positive attitudes?
Because of the experimental design, this study can address whether or not exposure to media causes people to develop positive or negative attitudes
Belief in Stereotypes about Latinos
Measuring Stereotypes
For each phrase listed, please indicate if you think it applies to Hispanics or Latinos very well, somewhat well, not that well, or not at all.
So thinking about Hispanics in general, how well does “less‐educated” describe this group?
Respondents were asked to evaluate 15 different items, which we detail in the following slides
47
55
43
55
45
56
44
53
30 35 40 45 50 55 60
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Less Educated"Percent who agree
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
At the top, we display the question we asked all respondents And we are reporting
the percent who agree
47
55
43
55
45
56
44
53
30 35 40 45 50 55 60
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Less Educated"Percent who agree
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
Here on the left, we sort the results by which media stimuli was received
( Training Day )
( West Wing )
( Lockdown/gangs )
( Ochoa )
( Savage/immig )
( Astronaut )
( Buchanan/immig )
( Astronaut )
47
55
43
55
45
56
44
53
30 35 40 45 50 55 60
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Less Educated"Percent who agree
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
Here on the left, we sort the results by which media stimuli was received
Comparing the results for the Entertainment, we find subjects exposed to a negative stimuli reported 9% higher belief in stereotype
47
55
43
55
45
56
44
53
30 35 40 45 50 55 60
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Less Educated"Percent who agree
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
Which media stimuli was received
47
55
43
55
45
56
44
53
30 35 40 45 50 55 60
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Less Educated"Percent who agree
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
Which media stimuli was received
47
55
43
55
45
56
44
53
30 35 40 45 50 55 60
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Less Educated"Percent who agree
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
Which media stimuli was received
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
42
52
46
52
44
59
45
50
30 35 40 45 50 55 60
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Have too many children"Percent who agree
Which media stimuli was received
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
64
54
59
57
68
53
64
58
40 45 50 55 60 65 70
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Honest"Percent who agree
Which media stimuli was received
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
44
49
44
55
42
59
42
49
30 35 40 45 50 55 60
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Culture of Crime and Gangs"Percent who agree
Which media stimuli was received
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
47
59
53
59
48
62
54
56
40 45 50 55 60 65
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Illegal Immigrants"Percent who agree
Which media stimuli was received
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
32
48
33
49
34
47
34
42
20 25 30 35 40 45 50 55
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Take jobs away from Americans"Percent who agree
Which media stimuli was received
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
41
29
42
38
47
34
44
37
20 25 30 35 40 45 50
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Patriotic"Percent who agree
Which media stimuli was received
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
34
46
34
40
36
45
38
39
20 25 30 35 40 45 50
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Refuse to learn English"Percent who agree
Which media stimuli was received
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
43
54
42
59
42
61
46
51
30 35 40 45 50 55 60 65
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Use welfare or public assistance"Percent who agree
Which media stimuli was received
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
Comparing Adjective‐Pairs
12
15
10
16
10
17
10
16
0 5 10 15 20
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Lazy"Percent who agree
63
61
59
60
72
60
69
60
50556065707580
"Hardworking"Percent who agree
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
Comparing Adjective‐Pairs
47
38
43
40
55
40
49
40
2530354045505560
"Intelligent"Percent who agree
13
21
13
20
10
24
15
18
0 5 10 15 20 25
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Unintelligent"Percent who agree
Belief in Stereotypes about LatinosResults sorted by which Media respondent was shown
Source: NHMC/Latino Decisions online survey of 3000 Non‐Hispanic adults, July 2012
Comparing Adjective‐Pairs
43
35
43
37
59
33
43
38
2530354045505560
"Patriotic"Percent who agree
20
29
23
25
15
31
21
24
10 15 20 25 30 35
Print Positive
Print Negative
Radio Positive
Radio Negative
TV News Positive
TV News Negative
Entertainment Pos
Entertainment Neg
"Unpatriotic"Percent who agree
Conclusions and Implications• Most comprehensive study of media effects
• Demonstrates the public is exposed to a wide range of negative stereotypes of Latinos in the media
• Exposure to negative images of Latinos in the media is found to direclty cause negative attitudes
• Exposure to positive images of Latinos is found to cause positive attitudes
• This study exposed subjects to a single viewing of a 1 minute clip – we believe the effects in the real world are even more amplified
