Is negative the new positive? Secondary transfer effect of exposure to LGBT portrayals in TV entertainment programs

Abstract

This study investigates the primary effect of positive, neutral, and negative exposure to Lesbian, Gay, Bisexual, and Transgender (LGBT) TV portrayals in entertainment programs on attitudes toward the LGBT community and the Secondary Transfer Effect (STE) of such exposure on attitudes toward people with Asperger's Disorder (the secondary out‐group), controlling for face‐to‐face and online contacts with both out‐groups. Research was conducted using a mixed methods approach. Quantitative Study 1 used an online survey of 716 Israeli Jews, to investigate primary and secondary effects of TV exposure to LGBT portrayals. The positive primary effect of TV exposure was shown—regardless of LGBT portrayals perceived as positive, neutral, or negative. STE of TV exposure to neutral and negative LGBT portrayals is likely to diminish social distance to people with Asperger's Disorder, while no STE was found with positive LGBT portrayals. Full mediation effect of attitudes toward the LGBT community was found. Qualitative Study 2, based on 52 in‐depth interviews, was conducted in order to reveal the hidden mechanisms of these effects, examining the parasocial experience and its interpretations by the viewers. According to qualitative findings, the positive primary and secondary effects of negative exposure may be explained by varied interpretations of gay portrayals on TV by different people depending on social background and life experience, opposite reaction on stereotypical gay portrayals on TV, and asymmetrical negative‐positive heuristic. Given the important role of TV in fostering more positive intergroup relations, this research revealed sources of prejudice reduction and increase in tolerance toward “others” for society at large.

The generalization of intergroup contact effects: Emerging research, policy relevance, and future directions

“…Another way is through secondary transfer effects. Engaging in contact with more accessible and approachable outgroups, for example, offers an important means for improving attitudes towards other outgroups that are more difficult to reach (e.g., Jacobs & van der Linden, 2018; Lissitsa & Kushnirovich, 2018, 2020; Rupar et al., 2021a; Vezzali et al., 2019). Overall, there is compelling evidence that contact can promote positive intergroup relations in contexts where segregation remains pernicious and direct interaction between groups is limited.…”

Carry‐over effect of single media exposure and mass‐mediated contact with remote outgroups: From asylum seekers in Europe to an Israeli local outgroup

“…Moreover, although contact valence is important in evolving threats, simply being exposed to information about culturally distinct minorities in the news might also present a form of contact and produce results similar to clearly valenced negative (Schemer & Meltzer, 2020) or both positive and negative (Lissitsa & Kushnirovich, 2020) parasocial contact.…”

Using sport media exposure to promote gender equality: Counter-stereotypical gender perceptions and the 2019 FIFA Women’s World Cup

“…Media contact is effective in making outgroup attitudes more positive (Graf & Sczesny, 2019; Joyce & Harwood, 2014; Lissitsa & Kushnirovich, 2020; Tukachinsky et al, 2015). For example, Visintin et al (2017, Study 2) demonstrated that contact with positive portrayals of immigrants via TV news, newspapers, films, and TV series was associated with improved outgroup attitudes via increased outgroup trust and empathy.…”