RACISM AND MEDIA:

TELEVISED NEWS MEDIA INFLUENCE ON THE DEVELOPMENT OF RACIAL PERCEPTIONS AND

FEAR OF EXPRESSING THOSE OPINIONS AS IDENTIFIED BY THE SPIRAL OF SILENCE THEORY
Presented by: Ashley Horton, Caitlin Crawford & Lori Avery

INTRODUCTION & BACKGROUND

The study examines the role that televised news has on developing perceptions about racism. Uncover what the overall public opinion is in regard to racism in the local community.

Queens University of Charlotte students

Determine views about racism amongst student body. Determine what shapes public opinion.

PURPOSE OF THE STUDY

To uncover perceptions about racism and if those perceptions were changed or influenced by televised news programs. Racism (the definition of racism and acts of racism) have changed over the last few decades.

How do students at Queens University perceive racism? What influences their concept of racism? Do they feel comfortable talking about racism and in what context?

THEORETICAL FRAMEWORK
Spiral of Silence Theory Elisabeth NoelleNeumann The Spiral of Silence Theory implies that the public opinion applies pressure on an individual to conform to whatever the rest of the public is doing or thinking (Noelle-Neumann, 1977). As social beings, most people are afraid of becoming isolated from their environment. People want to be popular and respected (Noelle Neumann, 1977, p. 144). Therefore People tend to conform to public opinion and adopt a more reserved attitude.

LITERATURE REVIEW

Spiral of Silence as a Theory for Media Influence

Theory was not specifically about media influence on public opinion, the Spiral of Silence opinion has been utilized to study this very topic as media has developed rapidly over recent years and has greater impact on society.

THEORETICAL FRAMWORK
Quick breakdown of Spiral of Silence Video Clip - http://youtu.be/MabU403yP-Q How does it relate?

Sensitive issue Difficult to talk about in public/with others How does Spiral of Silence play a role with individuals when deciding to talk or not talk about racism openly?

LITERATURE REVIEW

Media (for our study) is defined:

Newspapers, televised news, radio news, internet news, e-mail, social media, other types of mediums, etc.
Information intended to be informative on a particular/specific matter.

News (for our study) is defined:

Does not include advertisement, commercials or off-topic material.

LITERATURE REVIEW
Public Opinion in Relation to Spiral of Silence Noelle-Neumann defines public opinion as as controversial opinions that one is able to express in public without being isolated (Noelle- Neumann, 1977, p. 145). Majority Public Opinion

One that can be deemed favorable, popular, or easy to discuss in public without fear of rejection. One that is deemed unfavorable, unpopular, or difficult to discuss in public.

Minority Public Opinion

LITERATURE REVIEW

Spiral of Silence in Recent News and Literature

2008 Presidential Election between Barack Obama and John McCain Ethnicity issues Spencer, Croucher, & McKee (2011) conducted a study with 569 participating college students to identify correlation between media trust and the willingness of the students to voice their opinion about Barack Obamas ethnicity. Video Clip http://youtube/mabu403yR-Q Studies yield those who knew little about politics relied heavily on the media for information to develop opinions.

LITERATURE REVIEW

Identified Terms in Review

Everyday Racism racism that exists in daily social interactions (Owens, 2008).
Modern Racism an updated and somewhat veiled form of anti-black sentiment (Entman, 1990, p. 333).

LITERATURE REVIEW

Facts and History Racism in the United States

Acceptable behaviors to unacceptable behaviors. Americans are more ethnically diverse today and are transforming into a racially heterogeneous society, the topic of race remains uncomfortable (Owens, 2008). As the US continues to grow in diversity the media outlets have a responsibility to present these different groups in a fair and equal manner. However, this has not been the case allowing a divide to come between the white American and minority groups in America.

LITERATURE REVIEW

Racism in the Media

We have discussed that racism of any kind is unacceptable. Thoughts or actions deemed as racist behavior of any kind is unacceptable and unpopular opinion, therefore, further reducing the amount of individuals that speak up publicly in favor of racist acts or discussions (Entman, 1990, p. 334). When these messages are delivered in the media, those who hold minority opinions fear disapproval and become reluctant to voice their minority sentiment (Entman, 1990, 334).

LITERATURE REVIEW

George Zimmerman Trial

Originally Zimmerman was not charged initially. Public opinion in African-American communities across the nation fueled by media attention to the case, overwhelmingly called for case to be re-opened due to suspicion of racial bias. As a note, Zimmerman was not identified as Hispanic until later in the case. The media influenced the assumption that the crime committed was a white on black crime and racist by definition. Long-term public opinion was the African-American community was continuing to suffer racial inequalities in the justice system.

LITERATURE REVIEW
During the case, jurors were granted anonymity in order to provide a reasonable verdict based on evidence provided. Jurors only spoke were concealed from the public. Spiral of Silence Theory reflects that the jurors feared rejection and isolation from society and possible physical harm. The verdict of not guilty in this case did not reflect the majority opinion about the crime, making the jurors decision the minority opinion as influenced by the news.

RESEARCH QUESTION I
When local viewers (Queens University of Charlotte students), watch televised news programs pertaining to racism, do the viewers develop more negative opinions and perceptions about racism as a result? Independent Variable TV news programs

Conceptual: CNN, MSNBC, NBC, ABC, FOX, CBS, PBS, and other. Operational: what shows were watched, hours spent watching per week, etc.

RESEARCH QUESTION I (CONTINUED)

Dependent Variable Forming of positive or negative opinion as a result of the TV news program or segment.
Conceptual: When pre-conceived views on racism aligned with what news programs were watched OR when news programs were influenced differently (positively or negatively). Operational: Watching news programs containing racial acts/slurs and determining if their opinions about racism were more negative after viewing the content.

RESEARCH QUESTION II
What factors or cues do local TV news viewers (Queens University of Charlotte students) find or detect that enables them to judge whether an opinion is popular or unpopular in public. Independent Variable the cue observed by the respondent about public opinion.

Conceptual: Is a verbal or non-verbal cue that can be consciously detected by an individual observing their environment; therefore enabling them to discern what is or is not the public opinion. Operational: Determining what specific cues gave the respondent a positive or negative interpretation about their opinion in public (which helps them determine the status of opinion).

RESEARCH QUESTION II (CONTINUED)

Dependent Variable Interpretation by the cue as to whether their opinion is popular or unpopular in public.
Conceptual: How the respondent interprets their opinion after their verbal or non-verbal cue. Operational: Determining how strongly the respondent feels the verbal or non-verbal cues indicate the status of their opinion, be it popular or unpopular.

HYPOTHESIS I
Viewers that have specific beliefs about racism are more likely to watch televised news programs that reinforce their beliefs. Independent Variable existing belief about racism.

Conceptual: What the respondents thought about racism in the media prior to the study. Operational: Determining how the respondents felt about racism (i.e. racial slurs towards a person does not bother me, racial slurs towards a person does bother me, etc.)

HYPOTHESIS I (CONTINUED)

Dependent Variable types of shows individuals watch that supports their belief.
Conceptual: News programs containing information that the respondent chooses to watch. Operational: Determining if the respondent chooses to watch programs that reinforce their existing knowledge on a subject or watch programs that challenge/go against what they already know about a subject (racism).

HYPOTHESIS II
When viewers feel their opinions on racism are a minority opinion in public, they are more reluctant to voice their opinions about racism publicly. Independent Variable public opinion

Conceptual: the dominant opinion about racism (good or bad). Operational: The opinion that either allows or rejects a conversation or viewing of news programs in public.

HYPOTHESIS II

Dependent Variable the willingness of the respondent to openly express their opinion if they feel it is the minority to the public opinion.
Conceptual: The respondents willingness to openly talk about their opinion whether it be popular or unpopular. Operational: Determining if the respondent would openly discuss their opinion in public or remain mute based on context of the situation.

METHOD AND DATA COLLECTION

Paper survey with 44 questions. Likert Scale researchers created their own questions , but adapted those questions due to responses on the pilot study. Number of respondents - 100 Type of sample Non-probability - could not be predicted with numbers. Type of opinion and perceptions could not be quantified prior to study. 120 surveys divided between three researchers, used convenience sample, remained present through completion. On campus over three days.

METHOD AND DATA COLLECTION

METHOD AND DATA COLLECTION

METHOD AND DATA COLLECTION

FINDINGS AND PILOT STUDY

Pilot Study

15 Queens University of Charlotte students participated in the pilot study survey.

Pilot study surveys were printed on green paper - 7 were completed.

FINDINGS AND PILOT STUDY

Feedback from Respondents:

Survey needs to be specific to context. Duplicate questions on survey Needed clearer operational and conceptual definitions for the respondents.

FINDING ONE

Hypothesis 1

Variable 1- pre-existing beliefs about racism Variable 2- which shows respondents chose to watch

Significant level at .05 -95% ability to support Hypothesis one (two tailed) Supported.

FINDING 2

Hypothesis 2

Variable 1- A persons perception of public opinion Variable 2- Willingness to discuss opinions openly in public.

Weak correlation between the (2) variables.

Rejected.

FINDING THREE

Research Question 1

Variable 1- News pertaining to/containing racist content Variable 2- Formation of opinions and perceptions about racism

There is a strong correlation/strong significance between news containing racist content and formation of opinions/perceptions about racism Supported.

FINDING FOUR

Research Questions 2

Variable 1- The cues the respondents pick up on to detect if their opinions are in minority or majority Variable 2: How the interpret the cues

Majority of respondents agree the cues given on survey did give cues to the status of their opinion.
Supported.

FINDINGS - SUMMARY

H1- supported- Pre-existing beliefs influence TV viewing H2- rejected- Spiral of Silence rejected RQ1- supported- News does influence opinion formation on racism.

RQ2- supported- Observable cues that are consciously detected are apparent.

DISCUSSIONS AND IMPLICATIONS OF THE RESULTS

Spiral of Silence - Is it becoming irrelevant with this younger generation?

Younger participants felt bolder and less fearful of isolation after expressing an unpopular opinion. It was seen as unfavorable to NOT speak up against public opinion emphasis on having an individual voice and opinion would matter more.

Observable transition from televised news consumption to mobile and internet news consumption, but of the same networks.

Hayworth students lean more towards traditional televised news. Traditional students leaned more towards Internet or mobile sources of news.

RECOMMENDATIONS FOR FUTURE RESEARCHERS

Determine what are the most popular sources of news for the population being studied. Determine what sources the populations deem as credible for the information i.e. Comedy Central vs. Squawk Box Consider the age of the population determine the type and source of news consumed.