Good Intentions Aside: Stereotype Threat in the Face of Media Strategies to Counter Age Bias

The current study shifts the focus of research on media's role in facilitating and inhibiting self-stereotyping among the members of stigmatized groups. More specifically, this study proposes and tests a conceptual model explaining (un)intentional effects of a real-world anti-ageism social media campaign among stereotyped targets: Older workers. Drawing on an experiment among older Dutch adults (N = 649), we test the effects of two message strategies for reducing prejudice: the media-literacy and the counter stereotypical information strategy. The results show that exposure to content warnings as well as strong counter-stereotypical message (i.e., consisting of positive exemplars and the negation of generic age stereotypes) is powerful in inhibiting implicit stereotype endorsement, ultimately boosting favourable employability perceptions of older workers. By integrating insights from the parasocial content hypothesis and stereotype threat indications, we provide a nuanced understanding of how anti-bias campaigns impact stigmatized targets, and isolate reasons for the varied effectiveness of such interventions.