Measuring the impact of media representations of Afro Peruvians on racial prejudice

Representation of afro Peruvians remains a big issue in Peruvian media Thats why image
portrayed in media is one of the ways of representation, maybe one of the strongest one.
Country ruled by media and media able to create and conceptualize citizens

Racial prejudice as a group of attitudes that pre determine that interaction between to
racial groups. Peru has a very high index of perceived inner racism and discrimination.
Peru has a complex racial diversity, still present no respect for it. Afro Peruvians dont
get public recognition. Affects the social dinamics and social interactions in a multiracial
society. Prejudice by which attribute positive things to certain physical characteristics that
differ from the average Peruvian citizen.

Want to establish a relation between the portrayal of afroperuvians in media and its effects
on the conceived ideas around this racial group. Prove racial prejudice setting up a survey.
Social structures of invisibility. Measure the predisposed attitudes towards afroperuvians
and assumptions about their behavior, their values, their skills and abilities. Reinforced
by mass media.

Likert scale (bobo 2000) with sentences related to perceptions and characteristics related
to afro Peruvian population. Bobo related to affirmative actions and what is called
positive discrimination, want to focus more in the conjunct of attitudes and attributes
assigned to afro Peruvians. Frank R. Westie measures race attitudes and racial prejudice
by comparing responses towards African American and white occupations. Research
design techniques are mostly oriented into comparison (white vs blacks or other races) to
make it possible to demonstrate that prejudice happens because of a race issue. Taking
into consideration that racial prejudice is a very complicated variable to measure, research
design must focus in the vocabulary used in the instruments used to determine a persons
prejudice. People may be susceptible to this issue, and this need to be taken into
consideration in the process of elaboration of the question which will measure racial
prejudice.
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Bobo, Lawrence D., and Cybelle Fox. "Race, Racism, and Discrimination: Bridging
Problems, Methods, and Theory in Social Psychological Research." Social Psychology
Quarterly 66, no. 4 (2003): 319. doi:10.2307/1519832.

Blank, Rebecca M., Marilyn Dabady, and Constance F. Citro. Measuring Racial
Discrimination. Washington, DC: National Academies Press, 2004.
Henry, P.j., and David O. Sears. "The Symbolic Racism 2000 Scale." Political
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