Racializing Captain America: How Racial Attitudes Affect Perceptions of Affirmative Action and Diversity Initiatives in Media

Abstract

Is announcing a commitment to diversity enough to activate attitudes toward diversity initiatives? And what are the spillover effects of these programs? To address these questions, we conduct an experiment imbedded in a nationally representative survey of non-Hispanic White Americans ( n = 1,519). We inform respondents that the White actor who plays Captain America will be replaced, while varying whether there is a reference to a diversity initiative and whether the replacement is White or Black. We find that reference to diversity initiatives on its own has no effect but the action of displaying diversity affects marketplace preferences and attitudes toward diversity initiatives.