Theorizing Prejudice Reduction via Mediated Intergroup Contact: Extending the Intergroup Contact Theory to Media Contexts

Abstract. The current paper describes an effort to develop an integrated theory – integrated mediated intergroup contact (IMIC) model – to account for the two types of mediated intergroup contact (parasocial and vicarious) that have been shown to help with prejudice reduction. To this end, our model applies concepts from intergroup contact theory, parasocial and vicarious research, and narrative transportation theory. The present research expands our theoretical understanding of how entertainment media can function as a tool for reducing prejudice toward various outgroups. The IMIC model accounts for the effects of the two types of mediated contact – parasocial and vicarious – and delineates the process of prejudice reduction.