Reducing Prejudice

Strategies for reducing prejudice may be directed at the traditional, intentional form of prejudice or at more subtle and perhaps less conscious contemporary forms. Whereas the traditional form of prejudice may be reduced by direct educational and attitude-change techniques, contemporary forms may require alternative strategies oriented toward the individual or involving intergroup contact. Individual-oriented techniques can involve leading people who possess contemporary prejudices to discover inconsistencies among their self-images, values, and behaviors; such inconsistencies can arouse negative emotional states (e.g., guilt), which motivate the development of more favorable attitudes. Intergroup strategies can involve structuring intergroup contact to produce more individualized perceptions of the members of the other group, foster personalized interactions between members of the different groups, or redefine group boundaries to create more inclusive, superordinate representations of the groups. Understanding the nature and bases of prejudice can thus guide, theoretically and pragmatically, interventions that can effectively reduce both traditional and contemporary forms of prejudice.