Reducing homophobia through audiovisual narratives in Serbia: the impact of positive depiction of gay people on audience attitudes

Abstract

Abstract_x000D_ The objective of the present study is to analyze the impact of audiovisual fiction on attitudes towards gay people within the specific Serbian culture. Particularly, this study observes the processes explaining attitude change towards homosexuality through a positive representation of gay men depicted in the film The Parade (2011). The study was based on a sample of 200 college students (M = 21.64, SD = 2.27). We applied a quasi-experimental research design and divided all participants into two groups: an experimental group (N=150), and a control group (N=50). There were two phases of data collection separated by 30 days. Firstly, we collected data in the pre-test: All the participants filled in a questionnaire consisted of socio-demographic information and the instrument H25 measuring homophobia. One month later, we performed a second data collection. In this phase, the experimental group and the control group differed in some of the tasks they were asked to complete. The experimental group watched the film, and after the exposure, filled in a questionnaire measuring homophobia, identification with the character, intergroup contact and the third person effect. On the other hand, the control group did not watch the film, and once again filled in a questionnaire measuring homophobia. We applied quantitative method in order to identify subjacent relations between the variables, and to determine magnitudes of their effects. Main results reveal that experimental group, compared with a control group, showed more favorable attitude towards gay people. Results also found that men expressed higher level of homophobia than women. Identification with character was positively associated with acceptance of homosexuality. We also obtained positive correlation between the identification and intergroup contact. Religiosity and the third person effect were negatively associated with homophobia score. The less identification with the character the participants achieved, the higher level of religiosity, and the third person effect they expressed. In conclusion, the study makes a general contribution by reinforcing the results of previous media effect related studies, and finds their relevance within the

Date of Award	15 Sept 2016
Original language	Undefined/Unknown
Supervisor	Maria Teresa Soto Sanfiel (Director)