The Impact of TV-Viewing, Racial Policy Reasoning, and Colorblind Racism on Opposition Toward Affirmative Action Policy

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The Impact of TV-Viewing, Racial Policy Reasoning, and Colorblind Racism on Opposition Toward Affirmative Action Policy University of Massachusetts Amherst ScholarWorks@UMass Amherst Masters Theses Dissertations and Theses November 2015 Cultivating Color-blindness?: The Impact of TV-viewing, Racial Policy Reasoning, and Colorblind Racism on Opposition toward Affirmative Action Policy Carmella N. Stoddard University of Massachusetts Amherst Follow this and additional works at: https://scholarworks.umass.edu/masters_theses_2 Part of the Communication Commons Recommended Citation Stoddard, Carmella N., "Cultivating Color-blindness?: The Impact of TV-viewing, Racial Policy Reasoning, and Colorblind Racism on Opposition toward Affirmative Action Policy" (2015). Masters Theses. 300. https://doi.org/10.7275/7476760 https://scholarworks.umass.edu/masters_theses_2/300 This Open Access Thesis is brought to you for free and open access by the Dissertations and Theses at ScholarWorks@UMass Amherst. It has been accepted for inclusion in Masters Theses by an authorized administrator of ScholarWorks@UMass Amherst. For more information, please contact [email protected]. CULTIVATING COLOR-BLINDNESS?: THE IMPACT OF TV-VIEWING, RACIAL POLICY REASONING, AND COLORBLIND RACISM ON OPPOSITION TOWARD AFFIRMATIVE ACTION POLICY A Thesis Presented by CARMELLA NICOLE STODDARD Submitted to the Graduate School of the University of Massachusetts Amherst in partial fulfillment of the requirements for the degree of MASTER OF ARTS September 2015 Communication © Copyright by Carmella Nicole Stoddard 2015 All Rights Reserved CULTIVATING COLOR-BLINDNESS?: THE IMPACT OF TV-VIEWING, RACIAL POLICY REASONING, AND COLORBLIND RACISM ON OPPOSITION TOWARD AFFIRMATIVE ACTION POLICY A Thesis Presented by CARMELLA NICOLE STODDARD Approved in Style and Content by: _________________________________________ Michael Morgan, Committee Member _________________________________________ Demetria Shabazz, Committee Member _________________________________________ Marty Norden, Acting Department Chair Department of Communication ACKNOWLEDGEMENTS I would like to thank my advisors, Dr. Michael Morgan and Dr. Demetria Shabazz, for their continued support of and patience with this bicoastal undertaking. My parents, Drs. Mary and Marcus Stoddard, and siblings, Shana, Damian, Erica, and Serena, deserve the utmost thanks for their unwavering support, love, and insight. I would also like to thank Dr. Jennifer Lundquist, Dr. Don Tomaskovic-Devey, ISSR and the Department of Sociology at UMass, Jenny Robertson and Alison Hajdusiewicz, Geovanny Galarza, Charnan Williams, Simon and Maxwell Meiners, Everett Brodbeck, and Tiamba Wilkerson and everyone at the house on North Pleasant Street for being such sympathetic listeners and encouraging confidantes during my time in New England. iv ABSTRACT CULTIVATING COLOR-BLINDNESS?: THE IMPACT OF TV-VIEWING, RACIAL POLICY REASONING, AND COLORBLIND RACISM ON OPPOSITION TOWARD AFFIRMATIVE ACTION POLICY SEPTEMBER 2015 CARMELLA NICOLE STODDARD, B.A., UNIVERSITY OF SOUTHERN CALIFORNIA M.A., UNIVERSITY OF MASSACHUSETTS-AMHERST Directed by: Professor Michael Morgan and Assistant Professor Demetria Shabazz I examine the effect of television viewing and ideological orientations associated with “modern” racism such as minimization of the impact of racial discrimination and individual attribution on opposition toward preferential hiring of Blacks. Using cross- sectional General Social Survey (GSS) responses from U.S. adults between 2004 and 2010, I estimate ordered logistic regression models predicting attitudes toward preferential hiring of Blacks. Additionally, I compare agreement with key tenets of abstract liberalism to the findings of previous policy reasoning studies to determine the importance of these attitudes in predicting support for affirmative action policy. In this study, I aim to address the potential real-world implications of television exposure and abstract liberalism in influencing minority group incorporation, acceptance, and societal integration. Keywords: race, discrimination, policy reasoning, abstract liberalism, colorblind racism, affirmative action v TABLE OF CONTENTS Page ACKNOWLEDGEMENTS………………………………………………………………iv ABSTRACT……………………………………………………………………………….v LIST OF TABLES………………………………………………………………...……viii LIST OF FIGURES……………………………………………………………………...ix CHAPTER I. THEORETICAL FOUNDATIONS……………………………..……………………...1 A. Introduction……………………………..…………………………….………..1 B. Public Opinion and Political Discourse in the Affirmative Action Debate……9 C. Cultivation Analysis……………………………..……………………………18 D. Mediated Intergroup Contact Effects…………………………………………25 E. Cultivating Tolerance for Intergroup Inequality……………………………...37 II. LITERATURE REVIEWS……………………………...……………………………42 A. Cultivating Race Consciousness………………...…...……………………….42 1. The Two-Faced Nature of the Numbers Game: TV Demographics and Stereotypical Presentations of Black Racial Identity……………..42 2. Stereotypes, Socioeconomic Status, and Attitudes toward Blacks On-and Off-Screen…………………………………………………….46 3. The Impact of Media Images on Perceived Realism and Person Perception……………………………………………………………..50 B. Cultivating Attitudes toward Affirmative Action (AA)………………………54 1. Media Effects and Social Policy Reasoning…………………………..54 a. Semantic frames and discourse in the affirmative action debate.…………………………………………………..……..54 b. Media frames and discourse in the affirmative action debate…………………………………….…………………....58 C. Empirical Issues in Social Policy Reasoning and Cultivation Analysis……...76 D. Summary……………………………………………………………………...78 vi III. METHODOLOGY AND DATA ANALYSIS……………………..………………..81 A. Data……………………..…………………………………………………….81 B. Analytic Variables……………………..……………………………………...82 1. Dependent Variable……………………..…………………………….82 2. Control Variables……………………..……………………………….83 3. Independent Variables……………………..………………………….83 a. Television viewing…………………..………………………...84 b. Belief in meritocratic values…………………..………………84 c. Overt racial prejudice…………………..……………………...85 d. Minimization of discrimination against Blacks ……………....86 e. Racial stereotypes and comparative assessments of work ethic and intelligence …………………..…………...86 C. Sample Descriptives and Regression Model Specifications………………….87 D. Findings……………...………………………………………………………..88 E. Discussion…………………………………………………….……………….97 1. Principled Opposition, Racial Resentment, or Preference for Non-preferential Treatment?…………………….…..101 F. Concluding Remarks…………….…………………………………………..104 1. Empirical Limitations………………………………………………..104 2. The “Obama” Effect- Promising Social Shift or Premature Self-Satisfaction?…………………………..……..…..…105 3. A Brief Note on the Legal Status of Fisher v. University of Texas at Austin ………………………...……………..111 APPENDIX: TABLES AND FIGURES....…………………………………………….113 WORKS CITED…........………………………………………………………………..122 vii LIST OF TABLES Table Page 1. Sample descriptives and percent strongly opposed to preferential hiring of Blacks, General Social Survey (GSS) 2004-2012 U.S. adults (N=3,105)………………………………………….….....113 2. Ordinal logistic regression determinants of attitude toward preferential hiring of Blacks, General Social Survey (GSS) 2004-2012 U.S. adults (N=1,267)…………………………………..….…115 viii LIST OF FIGURES Figure Page 1. Predicted probability of strongly opposing preferential hiring of Blacks by TV-viewing and belief in meritocratic values, General Social Survey (GSS) 2004-2010 U.S. adults (N=1,267)………………………………………………….……………………117 2. Predicted probability of strongly opposing preferential hiring of Blacks by TV-viewing and belief in meritocratic values for non-Hispanic Blacks versus Others, General Social Survey (GSS) 2004-2010 U.S. adults (N=1,267)……………….…….....118 3. Predicted probability of strongly opposing preferential hiring of Blacks by TV-viewing and belief in meritocratic values for respondents with educational attainment of high school or less and educational attainment of one year of college or more, General Social Survey (GSS) 2004-2010 U.S. adults (N=1,267)……………………………………….…………….…....119 4. Predicted probability of strongly opposing preferential hiring of Blacks by TV-viewing and belief in meritocratic values for respondents with overt racial prejudice scores at or below mean and overt racial prejudice scores above mean, General Social Survey (GSS) 2004-2010 U.S. adults (N=1,267)……………………………………..................................120 5. Predicted probability of strongly opposing preferential hiring of Blacks by TV-viewing and belief in meritocratic values for respondents who agree that socioeconomic differences between Whites and Blacks are due to discrimination against Blacks and respondents who disagree that socioeconomic differences between Whites and Blacks are due to discrimination against Blacks, General Social Survey (GSS) 2004-2010 U.S. adults (N=1,267)…………………………………………………………..121 ix CHAPTER I THEORETICAL FOUNDATIONS A. Introduction On 24 June 2013, the United States Supreme Court issued its ruling in Fisher v. University of Texas at Austin (2013), in which Abigail Noel Fisher and several other high school seniors who had been denied admission at University of Texas at Austin (UT Austin) challenged the university’s use of race in its undergraduate admissions process. Fisher, a white woman from Sugar Land, Texas, filed suit after being denied admission to the state university’s flagship location. She claimed that she had suffered racial discrimination and lost her spot to less qualified African American and Hispanic students due to the school’s affirmative action policy. Furthermore, Fisher v. Univ. of Tex. at Austin (2010a) claimed that the university
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