The way media portrays and treats people of different sexual orientations has been an important concern for researchers since many years ago. In this article, I will discuss how implicit and explicit attitudes towards LGBT individuals have been shaped by mass media.
Let's understand what is meant by "implicit" and "explicit" attitudes. Implicit attitudes refer to our unconscious beliefs about certain groups or issues. Explicit attitudes are those that are consciously known by an individual. Both of these types of attitudes can be influenced by media messages.
If someone watches a TV show where a gay character is shown as being selfish, dishonest, and untrustworthy, they may develop an implicit attitude against gays without even realizing it. On the other hand, if they see another program that depicts homosexuality as natural and acceptable, their explicit attitudes may change accordingly.
There are several mechanisms through which media influences both implicit and explicit attitudes. One mechanism is priming, which involves exposure to repeated messages that prime one's thinking in a particular direction.
Seeing numerous positive images of same-sex couples could make viewers more likely to hold pro-LGBT views. Another mechanism is social comparison, whereby individuals compare themselves with others based on traits such as gender identity or sexual orientation. Media representations of LGBT characters might lead viewers to believe that certain behaviors or beliefs are desirable, thus influencing their own attitudes.
Stereotyping is also an important factor in shaping attitudes. Media portrayals often reinforce negative stereotypes like homosexuals being promiscuous or deviant from social norms. This can cause viewers to form prejudices against them, despite any actual evidence supporting those stereotypes.
Halo effects occur when people associate positive characteristics with members of certain groups (e.g., intelligence) regardless of whether or not they actually possess those qualities. Media coverage of LGBT individuals who achieve great success in various fields could have this effect.
Fourth, framing refers to how information is presented by the media. It can create favorable or unfavorable impressions about LGBT individuals depending on context.
If news stories emphasize violent acts committed by gays instead of reporting them in neutral terms, it may influence readers' opinions negatively. Similarly, omission bias occurs when topics relevant to minority groups go unaddressed altogether and leave audiences with incomplete pictures.
Social proof is another way that media influences attitudes towards LGBT individuals. When celebrities come out publicly as gay or transgender, it sends a message to others that these identities are socially acceptable and even admired. Conversely, silence or lack of support for LGBT rights from mainstream institutions may lead some to think there is something wrong with being openly queer.
Media plays an important role in shaping both implicit and explicit attitudes toward LGBT individuals through priming, social comparison, stereotyping, framing, and social proof. By carefully crafting messages and images, we can work towards creating a more inclusive society where everyone feels valued and respected.
What are the mechanisms through which media shapes implicit and explicit attitudes toward LGBT individuals?
Media is one of the main sources that can shape our attitudes towards any social group in an implicit or explicit manner. It has been shown that media depictions of marginalized groups such as lesbian, gay, bisexual, and transgender (LGBT) persons have both positive and negative effects on viewers' perceptions and acceptance of them. In this essay, we will explore how media portrayals influence implicit and explicit attitudes towards LGBT individuals.