Using Paid Advertising to Modify Racial Stereotype Beliefs

Abstract

This is a pilot study to determine the feasability of using mass media to modify beliefs underlying discrimination against Aborigines in a small country town in Australia. A mass media campaign was developed utilizing primarily paid advertising. A major aim of the campaign was an attempt to neutralize beliefs about Aborigines and employment. The results showed significant changes in beliefs about the proportion of Aborigines in paid employment and in the proportion of employed Aborigines remaining in a job for an extended period of time.