Previous research largely supports the notion that mediated contact and engagement with minority characters can improve viewers’ real-life minority attitudes. However, it is unclear to what extent different forms of media engagement such as parasocial friendship and wishful identification are linked to attitudes, and whether deep-level similarities affect engagement with minority characters. Deep-level similarities refer to viewers’ perception of shared personality traits, attitudes, and social experiences with characters. In a cross-sectional survey, we examine (1) to what extent parasocial friendship and wishful identification with an LGBTQ character are each associated with viewers’ prejudicial attitudes toward the LGBTQ community, and (2) to what extent perceived deep-level similarities of an LGBTQ character are related to viewers’ parasocial friendship and wishful identification felt for the LGBTQ character. Based on a structural equation model using a sample of U.S. residents (n = 247), it may be concluded that the deep-level similarities of LGBTQ characters have both direct and indirect associations with LGTBQ prejudice, mediated by wishful identification.
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Over the last decade, sport and physical activity have become increasingly recognised and implemented as tools to foster social cohesion in neighbourhoods, cities and communities around Europe. As a result, numerous programmes have emerged that attempt to enhance social cohesion through a variety of sport-based approaches (Moustakas, Sanders, Schlenker, & Robrade, 2021; Svensson & Woods, 2017). However, despite this boom in sport and social cohesion, current definitions and understandings of social cohesion rarely take into account the needs, expectations or views of practitioners, stakeholders and, especially, participants on the ground (Raw, Sherry, & Rowe, 2021). Yet, to truly foster broad social outcomes like social cohesion, there is increasing recognition that programmes must move beyond interventions that only focus on the individual level, and instead find ways to work with and engage a wide array of stakeholders and organisations (Hartmann & Kwauk, 2011; Moustakas, 2022). In turn, this allows programmes to respond to community needs, foster engagement, deliver more sustainable outcomes, and work at both the individual and institutional levels. The Living Lab concept - which is distinguished by multi-stakeholder involvement, user engagement, innovation and co-creation within a real-life setting - provides an innovative approach to help achieve these goals. More formally, Living Labs have been defined as “user-centred, open innovation ecosystems based on a systematic user co-creation approach, integrating research and innovation processes in real-life communities and settings” (European Network of Living Labs, 2021). Thus, this can be a powerful approach to engage a wide array of stakeholders, and create interventions that are responsive to community needs. As such, the Sport for Social Cohesion Lab (SSCL) project was conceived to implement a Living Lab approach within five sport for social cohesion programmes in four different European countries. This approach was chosen to help programmes directly engage programme participants, generate understanding of the elements that promote social cohesion in a sport setting and to co-create activities and tools to explore, support and understand social cohesion within these communities. The following toolkit reflects our multi-national experiences designing and implementing Living Labs across these various contexts. Our partners represent a variety of settings, from schools to community-based organisations, and together these experiences can provide valuable insights to other sport (and non-sport) organisations wishing to implement a Living Lab approach within their contexts and programmes. Thus, practitioners and implementers of community-based programmes should be understood as the immediate target group of this toolkit, though the insights and reflections included here can be of relevance for any individual or organisation seeking to use more participatory approaches within their work. In particular, in the coming sections, this toolkit will define the Living Lab concept more precisely, suggest some steps to launch a Living Lab, and offer insights on how to implement the different components of a Living Lab.
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