Activating Racial Stereotypes on Survivor: Cook Islands

The study investigated whether dividing Survivor: Cook Islands contestants by race resulted in activation of viewer stereotypes about competence and sociability associated with race. Although measures of race-ethnic stereotyping weremasked in the questionnaire, several hypotheses for stereotype activationwere supported. Viewers evaluated Hispanic Survivor contestants as significantly less competent than all other contestants. Consistent with predictions, Asian American, African American, and Hispanic American Survivor contestants were rated by viewers as significantly less sociable compared to European American Survivor contestants. Minority viewers revealed significant dislike for European American Survivor contestants. Contrary to what was predicted, viewers rated Asian American Survivor contestants as the least cohesive group. Social implications of racial division on Survivor: Cook Islands are discussed.