In 1954, when the Supreme Court declared segregation unconstitutional in a case, Social Psychologists argued that equal status would be necessary to eliminate false stereotypes. It provided the opportunity for prejudices to be looked at but instead did little to change attitudes and aggravated racial tension.
- Psychotherapeutic techniques
This is used to bring repressed feelings to the surface and teaching people to cope with these feeling or attitudes better.
Sherif’s study- The Robber’s Cave shows how, by using co-operation, prejudices can be overcome. Aronson et al (1978) investigated methods for decreasing prejudice in schools, so he developed The Jigsaw method (aimed at developing mutual interdependence.) A class was divided into groups and were given a project to research. Each group member had a piece of the ‘puzzle’ which they then taught to the other group members. While the study improved self-esteem, improved academic performance, increased liking of peers and improved ethnic perceptions, but changes were minimal. Co-operation is needed on a bigger scale, such as in the home and cultural influences.
The Robber’s Cave shows how if people have the same goal in mind, they work as a team and prejudice diminishes.
Advertising has been used to change behaviour- like smoking. In America there have been campaigns to change social attitudes towards smoking, such as posters with ‘We shouldn’t infect children with poisonous stereotypes.’ This is just one examples of how the media can be and should be used more in a positive way to reduce prejudice attitudes. More extreme measures were taken by suffragettes in order to change the public’s opinion on rights for women.
Social modelling is an indirect influence, but are attitudes based on reality, or reality on our attitudes? Employers want thin, attractive receptionists, as we expect one. In America adverts were forced to represent ethnic majorities and minorities equally. TV programmes have recruited women and other ethnic groups to play roles as to subtly alter our stereotypes.
This is used to make light of offensive stereotypes. It is particularly found in TV programmes.
- Direct instruction or education
This can counter negative attitudes, particularly if it comes from parents and school.
McGuire (1964) suggested the Inoculation approach as a defence against persuasion to things such as smoking. Children need to be provided with counter- arguments against attitudes and behaviour they will encounter in life. He found this was more effective. Bern (1983) suggested that sexism can be counteracted in children by teaching them that gender is a biological factor and not determined by clothes or toys.
- Raising awareness by media
The media is a powerful tool and should be used positively, like persuasion, to help dissolve prejudice attitudes. People are unaware just how the media affects them, in particular TV and radio, therefore they would not realise if they are being influenced.
