Rating the You Tube Indian: Viewer Ratings of Native American Portrayals on a Viral Video Site

The results of this study suggest that audiences responded favorably to the videos showing positive, counterstereotypical characteristics of Native Americans. It is conceivable that such videos could serve as significant points of vicarious intergroup contact and be instrumental in improving societal perceptions of Native Americans. Through content resulting in favorable assessments of vicarious contact, UGVs may be helpful in strategically reducing stereotyping and marginalization of Native Americans in the United States. If the audience appreciates such depictions, they may also be used to increase the overall appeal of media products. Subsequent research would contribute greatly to the understanding of this prosocial role of UGVs by exploring such effects. Adapted from the source document.