Structured Imaginings: Social Media as a Tool to Reduce Intergroup Prejudice

Based on intergroup contact theory, we conducted a social media campaign to improve the relationship between Chinese sojourners and Singaporeans. We found that perceived discrimination fully mediated the effects of face-to-face contact as well as imagined contact on intergroup prejudice. An investigation of joint effects showed that, for the campaign audience, online contact campaign, instead of face-to-face contact, significantly reduced their perceived discrimination, which in turn reduced intergroup prejudice. We discuss explanations for the impact of social media on intergroup relationships and implications of targeted social media campaigns in the context of a growing crisis in global immigration.