Communication Research: PowerPoint

8/13/2019 Communication Research: PowerPoint

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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 & B ACKGROUND

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 studentbody.

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 Noelle-

Neumann

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 (NoelleNeumann, 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 onsociety.





LITERATURE REVIEW

Media (for our study) is defined:

Newspapers, televised news, radio news, internet news,

e-mail, social media, other types of mediums, etc.

News (for our study) is defined:

Information intended to be informative on a

particular/specific matter.

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.

Minority Public Opinion

One that is deemed unfavorable, unpopular, or difficult

to discuss in public.



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 identifycorrelation between media trust and the willingness of

the students to voice their opinion about Barack

Obama’s 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 acrossthe nation – fueled by media attention to the case,

overwhelmingly called for case to be re-opened due tosuspicion of racial bias.

As a note, Zimmerman was not identified as Hispanicuntil later in the case.

The media influenced the assumption that the crimecommitted was a white on black crime and racist bydefinition.

Long-term public opinion was the African-Americancommunity was continuing to suffer racial inequalities inthe 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 fearedrejection 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 spentwatching 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 ORwhen 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 ordetect that enables them to judge whether anopinion is popular or unpopular in public.

Independent Variable – the cue observed by therespondent about public opinion.

Conceptual: Is a verbal or non-verbal cue that can beconsciously detected by an individual observing theirenvironment; 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 abouttheir opinion in public (which helps them determine thestatus 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 notbother 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 towatch 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 D ATA 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.












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 - 7were 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 person’s 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 againstpublic opinion – emphasis on having an individual voice

and opinion would matter more.

Observable transition from televised news

consumption to mobile and internet newsconsumption, 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.

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