Optimising Virtual Intergroup Contact Interventions to Improve Intergroup Relations

Abstract
The PhD designed and assessed the effectiveness of a virtual intergroup contact intervention, targeting negative attitudes among Non-Muslim White individuals towards Muslims of Middle Eastern descent in the UK. The research comprised three interconnected studies: two online qualitative surveys aimed at informing the intervention's content and one experiment assessing its efficacy.

Qualitative Study 1 explored the perceptions of Non-Muslim White British individuals regarding Muslims of Middle Eastern descent. It revealed complex attitudes, encompassing positive views of personal characteristics but negative associations concerning religious extremism and terrorism. Further, the knowledge or perception of Muslims of Middle Eastern descent held by the participants was predominantly positive. In contrast, the reported knowledge or perception of these Muslims by the broader UK society was predominantly negative.

Qualitative Study 2 examined the perspectives of Muslims of Middle Eastern descent in response to Study 1 findings. Participants emphasized the influence of media representation, dispelled misconceptions about their faith, and acknowledged the impact of prejudice and Islamophobia.

Study 3 developed and evaluated a virtual intergroup contact intervention in a randomised controlled experiment. Drawing on Studies 1 and 2, the intervention adopted simulated conversations using avatars representing Muslim Middle Easterners. These avatars via pre-scripted text ostensibly facilitated dialogues with participants, encouraging them to share their thoughts and queries during the interactions. While the intervention showed some positive effects at the initial stage, it did not significantly reduce stereotype endorsement, prejudice, or intentions for intergroup contact. Potential reasons for this included the intervention's lacking to address all concerns raised by Study 1 and 2 participants adequately.

Contributions include understanding the complexities of prejudice reduction. Limitations highlighted the need for improved methodological rigor, application of contact theory, and enhanced intervention taking context of specific negative attitudes into account. Future research should address societal factors and authority support in intervention development.