The effect of similarity with a transitional role model of anentertainment-education narrative designed to reduce xenophobia.Evidence from three European countries

Zusammenfassung

This study addresses the factors that increase the persuasive impact of EntertainmentEducation (EE) narrative messages in reducing xenophobia. Specifically, the effect of thedemographic similarity between the protagonist of the narrative message (a transitionalcharacter) and the audience is studied. Three online experiments were carried outsimultaneously in Spain (N = 294), Italy (N = 295), and Greece (N = 286) to evaluate the indirecteffect of demographic similarity on identification with the protagonist through perceivedsimilarity (H1), as well as the specific indirect effects on attitude, perceived threat, andintergroup anxiety, while including perceived similarity, identification, and cognitiveelaboration as mediating mechanisms (H2). The results obtained in the three countries were inaccordance, indicating that demographic similarity increased perceived similarity and, in turn,identification. Furthermore, identification was associated with greater cognitive elaboration,and this, in turn, was associated with a more positive attitude toward immigrants, with lessperceived threat and intergroup anxiety. The findings are discussed in relation to the reductionof racism using EE formats that enhance intergroup media contact.