LAUSR

Abstract: Broader, more diverse representation in mass media is frequently imagined as a tool for reduction of harmful stereotypes at scale. Increasingly, entertainment media in the United States feature representations that challenge or counter prevailing stereotypes. However, emergence of a high-choice media environment offers and facilitates the opportunity to be selective about the entertainment one consumes. Using a US sample, we show that entertainment media selection is predicted by preexisting beliefs — greater endorsement of a particular stereotype predicted a decrease in the selection of shows featuring representations challenging that stereotype. Findings indicate that those who could benefit most from these representations are less likely to be exposed to them, undermining the utility of mass media in the widespread reduction of harmful stereotypes.