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See Minorities through the Lens of Ethnic Identity: Reflected onto Racial Representations of Real Humans and Virtual Humans

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Abstract:

Ethnic identity is posited as a key concept for understanding the degree to which ethnic minorities embrace their ethnic membership and communicate according to group-prescribed norms and preferences. African Americans with strong ethnic identity were predicted to show ingroup favoritism, whereas African Americans with weaker ethnic identity would not. Study 1 (N = 53) supported this prediction: African Americans with strong ethnic identity exhibited ingroup favoritism, in terms of identification, homophily, social presence rating, and Website evaluation, for a real-human Black agent than a real-human White agent on a prototype e-commerce Web site. African Americans with moderate ethnic identity did not differ in their responses to the Black or the White agent. Study 2 (N = 64) replicated the same experimental design with computer-generated virtual Black and virtual White human representations. Regardless of strength of ethnic identity, all African American participants exhibited ingroup favoritism. Virtual White representations were construed as less prototypical embodiments of Whites and thus were less effective. However, virtual Black representations replicated the effects of real Black representations, suggesting that minimal cues are sufficient for ingroup processes. Results are also discussed in the light of media equation theory.

Most Common Document Word Stems:

ethnic (255), ident (255), agent (126), virtual (97), human (93), white (91), social (87), black (87), 1 (65), studi (65), group (61), strong (60), american (59), effect (58), african (54), represent (50), ingroup (48), moder (47), identif (47), race (46), particip (45),

Author's Keywords:

Ethnic identity, Race and ethnicity, African American, Virtual humans, Blacks, Whites, Social identity theory, Self categorization theory, Media equation theory
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MLA Citation:

Gong, Li., Appiah, Osei. and Elias, Troy. "See Minorities through the Lens of Ethnic Identity: Reflected onto Racial Representations of Real Humans and Virtual Humans" Paper presented at the annual meeting of the NCA 93rd Annual Convention, TBA, Chicago, IL, Nov 15, 2007 <Not Available>. 2009-05-23 <http://www.allacademic.com/meta/p191634_index.html>

APA Citation:

Gong, L. , Appiah, O. and Elias, T. , 2007-11-15 "See Minorities through the Lens of Ethnic Identity: Reflected onto Racial Representations of Real Humans and Virtual Humans" Paper presented at the annual meeting of the NCA 93rd Annual Convention, TBA, Chicago, IL Online <APPLICATION/PDF>. 2009-05-23 from http://www.allacademic.com/meta/p191634_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Ethnic identity is posited as a key concept for understanding the degree to which ethnic minorities embrace their ethnic membership and communicate according to group-prescribed norms and preferences. African Americans with strong ethnic identity were predicted to show ingroup favoritism, whereas African Americans with weaker ethnic identity would not. Study 1 (N = 53) supported this prediction: African Americans with strong ethnic identity exhibited ingroup favoritism, in terms of identification, homophily, social presence rating, and Website evaluation, for a real-human Black agent than a real-human White agent on a prototype e-commerce Web site. African Americans with moderate ethnic identity did not differ in their responses to the Black or the White agent. Study 2 (N = 64) replicated the same experimental design with computer-generated virtual Black and virtual White human representations. Regardless of strength of ethnic identity, all African American participants exhibited ingroup favoritism. Virtual White representations were construed as less prototypical embodiments of Whites and thus were less effective. However, virtual Black representations replicated the effects of real Black representations, suggesting that minimal cues are sufficient for ingroup processes. Results are also discussed in the light of media equation theory.

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Associated Document Available NCA 93rd Annual Convention

Document Type: application/pdf
Page count: 41
Word count: 9141
Text sample:
Ethnic Identity 1 Running Head: ETHNIC IDENTITY See Minorities through the Lens of Ethnic Identity: Reflected onto Racial Representations of Real Humans and Virtual Humans Ethnic Identity 2 Abstract Ethnic identity is posited as a key concept for understanding the degree to which ethnic minorities embrace their ethnic membership and communicate according to group-prescribed norms and preferences. African Americans with strong ethnic identity were predicted to show ingroup favoritism whereas African Americans with weaker ethnic identity would not. Study
5 Black Black 4 agent 4 agent 3 White 3 White agent agent 2 2 1 1 Strong ethnic Moderate ethnic Strong ethnic Moderate ethnic identity identity identity identity Identification with Identification with real-human agents virtual-human agents


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