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What Comforts Targets of Prejudice the Most

Friday, January 17, 2014   (0 Comments)
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Photo by Warren K. LefflerRare in history are moments like the 1960s civil rights movement, in which members of a majority group vocally support minority groups in their fight against prejudice. New research not only confirms the power of speaking up for those facing prejudice but also underlines the importance of exactly what is communicated. Looking at YouTube video messages, researchers found that homosexual youth found the most comfort in messages that both supported them and advocated social change.

The new work takes a closer look at the "It Gets Better” YouTube campaign. "Like many people, I was fascinated and inspired when I saw the grassroots online movement that started in late 2010 of people posting video messages to teenagers who faced prejudice and harassment based on their actual or presumed sexual orientation,” says Aneeta Rattan of London Business School. "I was not just moved as an individual, but as a researcher because this behavior – publicly addressing prejudice toward another group and communicating support for members of that group – is so rare that there is not a clear body of psychological science on it.”

Read the full press release about this new work by Rattan and Nalini Ambady, published today in Personality and Social Psychology Bulletin.


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