Parasocial contact reduces anti-LGBTI+ prejudice via enhanced perspective-taking and lowered symbolic threat

Abstract

Lesbian, gay, bisexual, transgender, intersex and plus (LGBTI+) individuals experience a disproportionate amount of prejudice and discrimination. One way to tackle this is parasocial contact, a type of indirect contact which is based on media exposure to an outgroup member(s). The current study aimed to test the effects of parasocial contact on prejudice reduction towards LGBTI+ individuals in a context defined by traditional gender norms and anti-LGBTI+ bias, Turkey and north Cyprus. It was hypothesised that exposure to parasocial contact would be effective in reducing prejudice against LGBTI+ individuals compared to a control condition, via greater perspective taking and reduced threat perception. A sample of 344 cisgender, heterosexual Turkish-speaking university students (234 female and 110 male) were randomly assigned to different forms of parasocial contact with an LGBTI+ character or a control condition. Subsequently, they received a battery of scales. The findings showed that while controlling for contact with LGBTI+ individuals, gender, religiosity and social dominance orientation, parasocial contact improved positive outgroup attitudes and increased support for LGBTI+ rights via enhanced perspective-taking, and decreased symbolic threat perceptions compared to the control group. Practical implications of the study are discussed.