Activating Racial Stereotypes on Survivor: Cook Islands

Abstract

The study investigated whether dividing Survivor: Cook Islands contestants by race resulted in activation of viewer stereotypes about competence and sociability associated with race. Although measures of race-ethnic stereotyping were masked in the questionnaire, several hypotheses for stereotype activation were supported. Viewers evaluated Hispanic Survivor contestants as significantly less competent than all other contestants. Consistent with predictions, Asian American, African American, and Hispanic American Survivor contestants were rated by viewers as significantly less sociable compared to European American Survivor contestants. Minority viewers revealed significant dislike for European American Survivor contestants. Contrary to what was predicted, viewers rated Asian American Survivor contestants as the least cohesive group. Social implications of racial division on Survivor: Cook Islands are discussed.

KEYTERMS:

• activation of racial stereotyping
• media stereotypes about race
• race on Survivor

Notes

*p < .05. **p < .001.

In a pilot study conducted in October 2006 immediately after the airing of the first episode of Survivor: Cook Islands, student respondents were asked a number of questions about dividing Survivor contestants into groups based on race. Sixty percent of participants agreed doing this was somewhat problematic. Forty percent said that they didn't think it was a problem at all.