Keon West

Influence of Time to Change's social marketing interventions on stigma in England 2009-2011

BACKGROUND Englands Time To Change (TTC) social marketing campaign emphasised social contact between people with and without mental health problems to reduce stigma and discrimination. AIMS We aimed to assess the effectiveness of the mass media component and also that of the mass social contact events. METHOD Online interviews were performed before and after each burst of mass media social marketing to evaluate changes in knowledge, attitudes and behaviour and associations between campaign awareness and outcomes. Participants at social contact events were asked about the occurrence and quality of contact, attitudes, readiness to discuss mental health and intended behaviour towards people with mental health problems. RESULTS Prompted campaign awareness was 38-64%. A longitudinal improvement was noted for one intended behaviour item but not for knowledge or attitudes. Campaign awareness was positively associated with greater knowledge (β = 0.80, 95% CI 0.52-1.08) and more favourable attitudes (commonality OR 1.37, 95% CI 1.10-1.70; dangerousness OR 1.41, 95% CI 1.22-1.63) and intended behaviour (β = 0.75, 95% CI 0.53-0.96). Social contact at events demonstrated a positive impact (M = 2.68) v. no contact (M = 2.42) on perceived attitude change; t(211) = 3.30, P = 0.001. Contact quality predicted more positive attitude change (r = 0.33, P<0.01) and greater confidence to challenge stigma (r = 0.38, P<0.01). CONCLUSIONS The favourable short-term consequences of the social marketing campaign suggest that social contact can be used by anti-stigma programmes to reduce stigma.

Enhancing imagined contact to reduce prejudice against people with schizophrenia.

Four studies investigated the effect of imagining intergroup contact on prejudice against people with schizophrenia. Experiments 1 and 2 demonstrated that a neutral imagined contact task can have negative effects, compared to a control condition, even when paired with incidental positive information (Experiment 2). Experiments 3 and 4 demonstrated, however, that an integrated positive imagined contact scenario does result in less intergroup anxiety and more positive attitudes, even toward this challenging group. Analyses of participants’ descriptions of the imagined interactions in and across the first three studies confirm that positive and high quality imagined contact is important for reducing prejudice, but failing to ensure that imagined contact is positive may have deleterious consequences. We emphasize the importance of investigating the quality of the imagined contact experience, and discuss the implications for using imagined contact as a prejudice-reducing intervention.

Behavioural consequences of imagining intergroup contact with stigmatized outgroups

We investigated whether imagining contact with an outgroup member would change intergroup behaviour. Participants who had imagined a positive interaction with an outgroup member or an unspecified stranger were told that they were about to take part in a discussion task with an outgroup member. They were taken to a room and asked to set out two chairs ready for the discussion while the experimenter left, ostensibly to find the other participant. The distance between the two chairs was then measured. Undergraduate students who imagined talking to an obese individual (Experiment 1) or a Muslim individual (Experiment 2) placed the chairs significantly closer than those in the control condition. They also reported more positive feelings and beliefs regarding Muslims. These findings highlight an important practical application of imagined contact: preparing people for successful face-to-face contact.

Culture and contact in the promotion and reduction of anti-gay prejudice: evidence from Jamaica and Britain.

Jamaica has been called “the most homophobic place on Earth” (Padgett, 2006, p. 1), and has been involved in numerous international incidents with Britain, and other countries, concerning anti-gay prejudice. However, neither the severity of Jamaican anti-gay prejudice, nor any means of reducing this prejudice has ever been empirically investigated. Intergroup contact—social interaction with a person from another group—is one of the most successful and widely used social–psychological interventions to reduce prejudice and improve intergroup relations. In this article, we compared sexual prejudice in Jamaica to that in Britain and investigated the relationship between contact and sexual prejudice in both countries. Jamaican participants reported more negative attitudes toward gay men than did British participants, but contact was more strongly associated with reduced sexual prejudice for Jamaican participants than for British participants. Implications for reducing Jamaican sexual prejudice are discussed.

Intergroup Contact and Prejudice Against People With Schizophrenia

ABSTRACT There is a growing awareness that responses to mental health disorders differ according to the label. Still, research on contact and prejudice against people with mental health disorders has generally focused on the broader label, “mental illness,” as though various disorders were interchangeable. The present research specifically investigated the relationship between intergroup contact and avoidance of people with schizophrenia—a particularly stigmatized and challenging group—as well as mediators of that relationship. In Study 1, 78 students completed measures of their prior contact with and prejudice against people with schizophrenia. Prior contact predicted less desired avoidance of people with schizophrenia, and this relationship was mediated by more favorable attitudes. Study 2 (N = 122) replicated the results of Study 1, and also found that less fear and less intergroup anxiety mediated the relationship between contact and avoidance. This suggests that contact may effectively reduce prejudice, even against this highly stigmatized group.

Predictors of Prejudice Against Lesbians and Gay Men in Jamaica

Jamaica has acquired an international reputation for strong antigay prejudice, incidents of antigay violence, and outspoken, antigay public figures. In recent years, national and international gay rights groups have attempted to improve this situation. However, these efforts have not been based on an empirical analysis of the factors underlying Jamaican antigay bias, which is essential for developing effective prejudice-reducing strategies. Using data collected in two large-scale national surveys in 2011 and 2012 (N 2011 = 997, N 2012 = 945), we investigated predictors of Jamaican antigay prejudice, including age, gender, religious affiliation, education, income, and a preference for dancehall music. We also examined changes in reported antigay bias between 2011 and 2012 after accounting for other predictors. All proposed variables predicted some aspect of antigay prejudice, though sometimes in unexpected ways. Male gender emerged as a particularly important predictor. We discuss the strengths and limitations of our design and the implications of our findings for prejudice-reduction strategies in Jamaica.

Rethinking 'mental health stigma'.

The stigma of mental illness is devastating for both sufferers and their families, and can affect every area of life including interpersonal relationships, access to employment and other desired social roles and quality of health care.1 It is certainly a problem in contemporary Britain where half the population believes that people with eating disorders feel different from ‘normal’ people, more than 60% of the population believes that people with severe depression are hard to talk to and more than 70% of the population believes that people with schizophrenia are a danger to others

Contact with Counter-Stereotypical Women Predicts Less Sexism, Less Rape Myth Acceptance, Less Intention to Rape (in Men) and Less Projected Enjoyment of Rape (in Women)

Intergroup contact—(positive) interactions with people from different social groups—is a widely researched and strongly supported prejudice-reducing mechanism shown to reduce prejudice against a wide variety of outgroups. However, no known previous research has investigated whether intergroup contact can also reduce sexism against women. Sexism has an array of negative outcomes. One of the most detrimental and violent ones is rape, which is both justified and downplayed by rape myth acceptance. We hypothesised that more frequent, higher quality contact with counter-stereotypical women would predict lower levels of sexism and thus less rape myth acceptance (in men) and less sexualised projected responses to rape (in women). Two studies using online surveys with community samples supported these hypotheses. In Study 1, 170 male participants who experienced more positive contact with counter-stereotypical women reported less intention to rape. Similarly, in Study 2, 280 female participants who experienced more positive contact with counter-stereotypical women reported less projected sexual arousal at the thought of being raped. Thus, the present research is the first known to show that contact could be a potential tool to combat sexism, rape myth acceptance, intentions to rape in men, and sexualisation of rape by women.

Jamaica, Three Years Later: Effects of Intensified Pro-Gay Activism on Severe Prejudice Against Lesbians and Gay Men

Jamaica has developed an international reputation for severe anti-gay prejudice. However, in the past few years, between 2012 and 2015, intensified waves of activism have increased the visibility of lesbian, gay, bisexual, and transgender (LGBT) Jamaicans, and supported their social and legal inclusion in Jamaican society. This research investigated the effects of that activism by taking advantage of two large, representative surveys of Jamaicans’ attitudes toward lesbians and gay men: one in 2012 and one in 2015. Over the three-year period there were significant reductions in desire for social distance and opposition to gay rights. However, there was no significant change in anti-gay attitudes, and there was evidence of an increase in anti-gay behaviors. There was also no evidence of polarization of responses to gay men and lesbians; rather, the most prejudiced Jamaicans showed the largest reductions in bias. Implications of these findings for activism in Jamaica and other anti-gay countries are discussed.

Understanding and Reducing Sexual Prejudice in Jamaica: Theoretical and Practical Insights from a Severely Anti-Gay Society

Jamaica has earned an international reputation for severe sexual prejudice—perhaps disproportionately so compared to other severely anti-LGBT (lesbian, gay, bisexual, and transgender) societies. Until recently, however, no quantitative empirical research had investigated Jamaica’s sexual prejudice, leaving the prejudice poorly understood and methods of reducing it unclear. This article reviews empirical research on Jamaican anti-LGBT prejudice from the past 15 years. It situates Jamaica within the global context, explains the current understanding of the severity and nature of the problem, evaluates solutions currently being explored, and suggests promising strategies based on available evidence. Importantly, this article also reflects on lessons learned from Jamaica that are relevant for other severely anti-LGBT societies.