A Cognitive Processing Model of Information Source Use and Stereotyping: African-American Stereotypes in South Korea

Abstract

This study proposes a cognitive processing model to explain that stereotypes are the result of a two-way interaction between receiver evaluation of the valence of accessed information from the media, and receiver evaluation of the realism and believability of the information. This model is applied to analyze American media use and stereotyping of African-Americans among 378 high school students in South Korea. Findings partially support the proposed model: positive media portrayals perceived to be real and believable result in positive stereotyping, while negative media portrayals perceived to be real and believable result in negative stereotyping. Respondents perceived that messages disseminated by the American media were somewhat realistic and believable, and that American media portray African-Americans negatively. Research suggests that the media can form and reinforce stereotypes of African-Eun-Jeong Han (M.A., University of South Alabama) is a doctoral candidate in Communication at Washington State University. Her research interests include diversity in organizations, globalization and racial/ethnic minority issues, and critical cultural study.Mariyah M. Merchant (M.B.A., M.S., and M.S., University of Houston Clearlake) is a doctoral candidate at Washington State University. Her Research interests include international student's experience in a U.S. university environment, student research, best methods of data reporting and universities outcome improvement.

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