Experimental Studies of Media Stereotyping Effects

Srividya Ramasubramanian, Chantrey J. Murphy

Research output: Chapter in Book/Entry/PoemChapter

16 Scopus citations


Media portrayals often form the primary, if not only, source of social and interactive information about various groups in society. Mainstream mass media have historically marginalized, trivialized, demeaned, and underrepresented minority groups. Consequently, media effects scholars have expressed concern with ways in which audiences use stereotypic media content when forming opinions of people across group affiliations. Given this impact, media stereotyping studies are germane to understanding the formation and maintenance of cultural stereotypes and prejudicial feelings toward out-groups. In this chapter, we review methodological and theoretical advances in lab-based experimental research in media stereotyping scholarship. Key concepts, standard experimental designs, stimuli, and dependent variables are elaborated upon. We further highlight the advantages of experimental methods in investigating how variations in media type and media content influence viewers' attitudes, evaluations, and feelings relating to members of the out-group, especially based on gender, race, and sexual orientation.

Original languageEnglish (US)
Title of host publicationLaboratory Experiments in the Social Sciences
Subtitle of host publicationSecond Edition
Number of pages18
ISBN (Electronic)9780124051867
ISBN (Print)9780124046818
StatePublished - Jul 2 2014
Externally publishedYes


  • Gender
  • Mass communication
  • Media effects
  • Media psychology
  • Race
  • Stereotyping

ASJC Scopus subject areas

  • General Psychology


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