Reducing Prejudice through Mediated Exposure: The Parasocial Contact Hypothesis

It is widely recognized that “representation matters” in entertainment media, but why? What do screen representations of different demographic groups, especially historically marginalized minority groups, accomplish that further the aims of diversity, equity, and inclusion? How might current theory in cognitive psychology contribute to the understanding of how film can contribute to the reduction of invidious prejudice? This article describes the past, present, and future of the parasocial contact hypothesis (PCH). I begin by identifying important antecedents of the PCH, including early film effects research and later studies on television’s cultivation effects. Then, after briefly explicating the contact hypothesis, also known as intergroup contact theory, I explicate the core tenets of the PCH, describe some of the research that has emerged in support of the PCH, and end by suggesting ways in which future research can explore when and how film and other media can reduce prejudice.