Tackling stigma associated with intellectual disability among the general public: a study of two indirect contact interventions.
A quick online protest film slightly lifts public attitudes toward people with intellectual disability, yet the gain washes out in a month.
01Research in Context
What this study did
Researchers compared two 10-minute online films. One showed people with intellectual disability succeeding at work and sports. The other argued against hurtful language and unfair rules.
UK adults watched one film. Then the team measured their attitudes and how close they were willing to sit to someone with ID. They checked again one month later.
What they found
Both films gave a small boost to inclusion attitudes right away. The protest film worked a little better. Social distance scores barely moved. Most gains faded after four weeks.
How this fits with other research
Scior (2011) warned that almost no stigma studies used strong designs. This trial answers that call with a real experiment.
Sheridan et al. (2013) seems to clash: British South Asian teens held much harsher views than White peers. The difference is method. Joel measured existing attitudes; Jessica tried to change them. The films help the average viewer, but extra work is needed for some groups.
Obeid et al. (2015) repeated the idea with autism. A short online class cut stigma among college students in two countries. Quick web content can work, but the effect stays small.
Why it matters
You now know a 10-minute protest-style video can nudge attitudes, but the win is short-lived. Pair the film with real contact or follow-up lessons. Track social distance, not just survey answers. If you serve a diverse town, test the clip with each community first—Joel’s data show one size does not fit all.
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02At a glance
03Original abstract
Although evidence abounds that people with intellectual disabilities are exposed to stigma and discrimination, few interventions have attempted to tackle stigma among the general public. This study set out to assess the impact of two brief indirect contact interventions on lay people's inclusion attitudes, social distance and positive behavioral intentions, and to explore emotional reactions towards the two interventions. 925 participants completed the first online survey. Participants were randomized to watch either a 10 min film based on intergroup contact theory, or a film based on a protest message. In total, 403 participants completed the follow-up survey at one month. Both interventions were effective at changing inclusion attitudes and social distance in the short term and these effects were partially maintained at one month. The protest based intervention had a greater effect compared to the contact one on aspects of inclusion attitudes and evoked stronger emotional reactions. Despite small effect sizes, brief indirect contact interventions may have a potential role in tackling public stigma associated with intellectual disability but their effects on behavioral intentions are questionable.
Research in developmental disabilities, 2013 · doi:10.1016/j.ridd.2013.03.024