媒體訊息對男同志刻板印象與態度影響之探討－以某大學醫學院學生為例

台灣同志壓力處境調查顯示，媒體的不友善為同志的第三大壓力源。過去文獻指出，媒體在刻板印象的形成與改變上扮演重要的影響角色，故本研究欲探討媒體訊息對男同志刻板印象與態度的影響。研究中採用單因子受試者間實驗設計，隨機操弄負向媒體報導（刻板印象組）與正向媒體報導（去刻板印象組），並以「男同志刻板印象與態度量表」做為測量指標。以中部某大學醫學院學生為樣本（Ｎ＝５４）的實驗結果顯示：一、在男同志刻板印象指標上並無顯著差異（both ps＞.05），顯示短暫媒體報導操弄並不影響男同志刻板印象程度；二、對男同志整體評價（態度）上，刻板印象組（M=4.36）顯著低於去刻板印象組（M=5.21; F(1,51)=6.60, p＜.05），顯示負向媒體訊息的確會降低對男同志的友善態度；此外，三、人口變項進一步分析發現，有同志朋友者，對男同志的態度（M=5.02）明顯較無同志朋友（M=4.08）者來的友善（F(1,52)=5.53, p＜.05），故支持接觸假說（contact hypothesis）。

關鍵字

男同志；刻板印象；媒體報導；態度

並列摘要

According to literature, media-unfriendliness was the third stressor to homosexuality. Past research shows that media played an important role in forming and changing the stereotype. Our research investigated the effect of media reports on the gay men-related stereotypes and attitudes. A single-factor between participants design was applied, randomly assigning the negative media reports (stereotype group) and the positive media reports (de-stereotype group). The ＂Gay-men-related Stereotypes and Attitude Questionnaire＂ was used to measure the stereotypes and the attitude toward gay men. The results of the sample of 54 medical students in a university in the middle of Taiwan shows: 1. Gay-men-related Stereotypes index (both gay men external behaviors and gay men internal attributes) show no significant difference (both ps ＞ .05), indicating that short term manipulation of media reports had no effect on the gay-men-related stereotypes; 2. On the attitudes toward gay men, the stereotype group's scores (M=4.36) were significantly lower than the de-stereotype group's (M=5.21; F(1,51)=6.60, p＜.05), indicating that the negative message of media actually harms the friendly attitudes toward gay men. Additionally, 3. analysis of demographic variables demonstrates the participants who have homosexual friends (M=5.02) have significantly higher score on the attitudes toward gay men than those who don't have homosexual friends (M=4.08; F(1, 52)=5.52, p＜.05).