Parasocial and parasocial vicarious contact effects on euro Canadians’ views of aboriginal peoples

Abstract

Research on indirect contact suggests that actual contact with a group may not be necessary to promote positive intergroup attitudes. The ingroup, or group with which one identifies, may have more favourable attitudes toward the outgroup, other group, after indirect contact. The current study examined a video intervention that consisted of a control video (no actors), parasocial video (ingroup and outgroup actor always separate), and parasocial vicarious video (ingroup and outgroup actor interacting). Dependent variables were outgroup attitudes and reported efficacy of future interactions with Aboriginal Peoples by Euro-Canadian participants. As predicted, compared to those who viewed the parasocial video, Euro-Canadian participants who viewed the parasocial vicarious video reported more warmth towards Aboriginal peoples. Additionally, compared to those who viewed the control video, Euro-Canadian participants who viewed the parasocial and parasocial vicarious videos desired less social distance from Aboriginal Peoples. Number of outgroup friendships, as well as quality of outgroup friendships, interact with video manipulation on outgroup attitudes. Results offer preliminary evidence for parasocial vicarious contact to influence positive intergroup attitudes. Further, the data suggest additional benefits of parasocial vicarious contact over and above parasocial contact for some groups.