The power of words and voices: The role of direct and vicarious contact (text vs. audio modalities) in reducing anti-Chinese prejudice

Abstract

The COVID-19 pandemic exacerbated anti-Chinese sentiments, demonstrating an urgent need for effective prejudice reduction interventions. Study 1 tested the relationship between contact and prejudice and its mediators toward Chinese people in Australia ( N = 362). As predicted, positive contact was significantly associated with less prejudice and, reliably, intergroup anxiety had the strongest mediation effect in this relationship. In Study 2, European Australians ( N = 161) were randomly assigned to an intergroup or intragroup (control) contact interaction, delivered vicariously via audio or text. As hypothesized, vicarious intergroup contact significantly reduced prejudice and negative emotions toward Chinese people. Moreover, text-based vicarious contact led to significantly lower intergroup anxiety and negative intergroup emotions than audio-based contact. No interaction effects of vicarious contact and delivery mode were found. Overall, these studies support direct and vicarious text-based contact as effective strategies for reducing prejudice in a global crisis and improving attitudes toward Chinese people.