Can Media Campaigns Reduce Racial Prejudice?
Is it possible for media-based initiatives to be effective in reducing racial prejudice and discrimination? GARA recently received funding from the Equality and Human Rights Commission to undertake a research project to explore whether it is possible for media-based initiatives to be effective in reducing racial prejudice and discrimination. The impetus for this project was a report published by the UK Government titled: ‘Getting the message across: using media to reduce racial prejudice and discrimination.’ (Sutton and Perry et al, 2007). This report illustrated that media campaigns to reduce racial prejudice should take the attitudes of the target audience into consideration, and the factors supporting such attitudes. The report also highlighted that little research has been conducted into the actual impact of media campaigns on beliefs, and even less on their impact upon the behaviour of racially prejudiced individuals and victims. The project that GARA has received funding for is i
