Abstract
Visitors to news websites are greeted with a complex combination of images and text, any of which could serve as a prime that biases subsequent evaluations, even if those evaluations are seemingly unrelated to the initial prime. In fact, previous research has demonstrated that media are able to serve as an effective tool at activating racially related stereotypes and that activation can influence judgments both related and unrelated to race. The purpose of this research is to build upon these previous studies by exploring the effectiveness of a stereotype-related prime based on its modality, valence, and distinctness. Results suggest stereotype activation is most pronounced when the prime's image and text are redundant in valence, provided the image is familiar in nature. There is also some support for a negativity bias. Findings are discussed in light of second-generation priming questions regarding when primes will yield effects as well as with regards to stereotype activation.
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