Native American Stereotypes, TV Portrayals, and Personal Contact

Abstract

This study tests hypotheses derived from extremity-complexity and stage theories of stereotyping which predict that frequency of contact with a minority group leads to knowledge which then leads to positive group evaluations. We also test hypotheses from learning theories of behavior which predict that evaluations of contact with minority groups determine group evaluations. The hypotheses are tested for direct personal contact and vicarious contact via television. We administered questionnaires to white college students to measure the contact variables and stereotypes of Native Americans. Results show strong support for the learning hypotheses, but not for extremity-complexity theories of stereotyping. Evaluations of first contact as pleasant or unpleasant, frequency of contact, and evaluations of TV portrayals as negative or positive predict stereotyping. Implications for stereotyping theories are discussed.