Heartwarming Narratives: The Role of Kama Muta in Stereotype Reduction

<p>While audiences' media consumption of television and films increase, there are still pervasive stereotypes perpetuated through media of non-mainstream characters (or out-group members) such as gay men which leads to harmful stereotypes and discriminatory behavior. Media psychologists have introduced stereotype reduction interventions through parasocial contact and character identification yet stereotypes remain pervasive in media. Kama muta, the Sanskrit term for “feeling moved by love” (Fiske et al. 2017, 2019) can serve as a powerful mechanism in stereotype reduction. This study examined how kama muta impacts stereotype reduction outcomes for gay men using the Netflix original series, <em>Heartstopper </em>and social identity group pairings using mainstream members (in-group) and non-mainstream members (out-group). </p> <p>A quasi experimental study featuring six conditions consisting of high kama muta, low kama muta and differing group pairings was employed. Conditions were randomly assigned to participants (<em>N= </em>550). Findings revealed that kama muta alone cannot predict stereotype reduction (H1) nor group pairing alone (H2). Also, the high kama muta two‑mainstream‑member condition did not differ from the control group across any of the dependent variables (H3). However, high levels of kama muta portrayals predicted parasocial contact (but not character identification) which in turn predicted short term stereotype reduction towards gay men (H4). The mainstream and non-mainstream member pairing and high kama muta produced the strongest effects.This finding is important because a mixed group pairing (featuring both a mainstream and a non‑mainstream member) creates conditions in which audiences can form emotional connections through mediated narratives, thereby supporting stereotype reduction. The strong effects observed for this mixed pairing indicate that kama muta depictions can meaningfully shape attitudes toward non‑mainstream members when presented in intergroup mediated interactions and participants connect meaningfully with one of the main characters. </p> <p>The moderation analysis revealed that there was no significant interaction between kama muta and condition on character identification or parasocial contact and the outcome variables (H5). However, kama muta predicted character identification and parasocial contact, which in turn again predicted a reduction in negative stereotypes. </p> <p>Post-hoc analyses revealed significant interactions between kama muta and group pairing (such as two mainstream members, two non-mainstream members, one mainstream member and one non-mainstream member) for the dependent variables psychological social distance, donation intentions, feeling thermometer ratings, and marginal significant interactions for negative stereotypes, out-group perceptions, and modern homonegativity. More specifically, at higher levels of participants feelings of kama muta, the mainstream member and non-mainstream member condition (mixed pairing) showed significant decreases in psychological social distance, donation intentions, feeling thermometer ratings, negative stereotypes, out-group perceptions, and modern homonegativity when compared to the two mainstream member and high kama muta pairing.</p> <p>Similarly, the mixed pairing (one mainstream and one non-mainstream member) showed significantly higher donation intentions than the two mainstream members and two non-mainstream members and high kama muta conditions, when participant levels of kama muta were also high, which is reflective of stereotype reduction on a behavioral level. Regardless of condition, kama muta feelings also resulted in main effects, specifically reducing negative stereotypes, increased positive stereotypes, and more favorable attitudes towards out-group members' perceptions. Overall, the results of the present study suggest that narratives combining kama muta elicitors with mixed‑group pairings may offer another promising pathway for stereotype reduction in entertainment media beyond parasocial contact as a mediator alone and open important directions for future kama muta research. </p>

Name thesis:degree_name

Doctor of Philosophy

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Communication

Year dc:date.available

2026

Author dc:creator

• Ventura, Jarrod R.

Contributors dc:contributor

• Sophie Janicke-Bowles, Ph.D.
• Jennifer Bevan, Ph.D.
• Arleen Bejerano, Ph.D.
• Bradley Bond, Ph.D.

• stereotypes
• social comparison
• kama muta
• heartstopper
• media entertainment
• media psychology
• Communication

Repository record dc:identifier

https://digitalcommons.chapman.edu/communication_dissertations/17

OAI identifier oai:identifier

oai:digitalcommons.chapman.edu:communication_dissertations-1016