Personal stories can change perceptions of discrimination

How can we get the majority to recognize the discrimination experienced by minorities? A new study examines this question. The results show that both cold facts and warm stories can change perceptions—but in different ways.

Researchers from the University of Copenhagen and Aarhus University have investigated how to raise awareness of discrimination. They did this by testing four types of information: the results of an experimental study of discrimination, a personal story about rejection based on ethnic background, a questionnaire survey about perceived discrimination, and anecdotes about everyday racism.

The result is clear: the two most concrete forms—the personal story and the results of the experiment—have the greatest effect on the majority's perception of discrimination. The study, titled "Perceptions of Ethnic Minority Discrimination: Statistics and Stories Move Majorities," is published in the British Journal of Political Science.

"It is striking that a single personal story can change both perceptions and behavior. Our study shows that emotions play a crucial role in this context," says Peter Thisted Dinesen, professor at the Department of Political Science, University of Copenhagen.

Does not only work on left-wingers

The researchers measured whether the personal story and the results of the experiment also led to concrete support for minorities who experience discrimination. Here, the personal story proved to be the most effective: participants became more positive towards anti-discrimination policies and donated more money to an NGO working for the rights of ethnic minorities.

"The story of Jamil, who was turned down for a job at the local grocery store, strikes a chord with people. Many describe how they feel sad or angry. It is these kinds of emotional reactions that can bring about change," says Clara Vandeweerdt, assistant professor at the Department of Political Science, University of Copenhagen.

The study also shows that the effect of both the experiment and personal stories does not depend on political ideology. Both right-wing and left-wing participants change their views when presented with clear discrimination.

"This is actually encouraging. It suggests that we can create a common understanding of discrimination with the right communication," emphasizes Kim Mannemar Sønderskov, professor at the Department of Political Science, Aarhus University, and co-author of the study.

From research to public debate

The researchers also tested whether the effect is weakened when the information is accompanied by identity politics rhetoric—concepts such as "structural racism." But this had no negative effect.

"It shows that the substance of the message is more important than the rhetoric surrounding it," says Thisted Dinesen.

The study points out that both experimental data and personal stories have a place in public debate—but that they work in different ways. Hard data is perceived as credible information, while stories create empathy.

"If we want to build bridges between the majority and the minority, we must appeal to both the head and the heart," concludes Vandeweerdt.