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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
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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.
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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?
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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.
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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.
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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.
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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.
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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.
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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).
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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.
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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).
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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.
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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.
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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.
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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.
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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).
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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.
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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.)
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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).
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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.
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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.
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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.
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METHOD AND D ATA COLLECTION
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METHOD AND D ATA COLLECTION
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METHOD AND D ATA COLLECTION
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.