Although research suggests that manifestations of blatant racism are on the decline, findings additionally demonstrate that subtle racism remains prevalent when contexts provide sufficient ambiguity for the expressions to go unnoticed. Notably, studies examining these outcomes have typically been confined to intergroup contexts, despite the fact that mediated contact may yield parallel responses. The present investigation examines this relationship by applying aversive racism and social identity theory assumptions to assess the influence of exposure to television depictions of Latinos, on White viewers’ judgments. Results cautiously reveal that racial identification and media ambiguity affect both viewers’ evaluations of target racial/ethnic out‐group members as well as in‐group esteem.

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Mainstream media messages contain limited, distorted and negative images of Native Americans, thus promoting continued ethnic marginalization. Community-oriented online venues like the viral video sites have opened up new platforms for depiction. This study employed a quantitative content analysis to examine a sample of YouTube videos relating to Native Americans. The findings reveal a number of promising patterns, suggesting that messages broadcast by viral video sites may depart from the rigid stereotypical depictions of Native Americans in traditional media.