Impact of Mass Media During the 2008 U.S. Presidential Election: A Cross-Cultural Study of Stereotype Change in China and the United States

Stereotypes are over-simplified and over-generalized assertions about people from other social groups. They bear cognitive significance, but they could also lead to social consequences. The current study focuses on stereotype change when stereotype-disconfirming information is available. It applies theories of stereotype formation, stereotype change, media processes and effects, cultural differences and cognitive orientations to examine how stereotypes of African Americans changed as a result of Barack Obama being elected the first African American president in American history. It proposes three models and four hypotheses, namely, media effect model, cultural effect model and cognitive organization model to examine what led to the change and who changed.;A panel study was designed to test the three models and four hypotheses. Data were collected from college students both in China and in the United States. Regression analyses were conducted on the proposed models and hypotheses. The media effect model is supported in general. The cultural effect model is not supported, neither is the cognitive organization model. For Chinese, media use led to negative stereotype change while their evaluations of the American media and their knowledge contributed to positive stereotype change. For Americans, media use led to positive stereotype change. Their media evaluations and knowledge did not predict stereotype change. Chinese showed a significant change in their stereotypes about African Americans while Americans demonstrated a marginally significant change. Implications of the study are discussed.