Oy Vey, the Shtick: Exploring the Relationship between Audience Consumption of Jewish Television Characters and Attitudes toward Jewish Populations

The current set of studies adopts cultivation theory and mediated contact to explore the relationship between viewers’ consumption of Jewish television characters, endorsement of negative Jewish stereotypes (study 1; N = 150), anti-Semitism, and support for Jewish-related social issues (study 2; N = 584). Study 1 revealed a significant relationship between viewers’ consumption of Jewish television characters and Jewish stereotype endorsement. Study 2 showed a significant relationship between viewers’ consumption of Jewish television characters and anti-Semitic attitudes; however, consumption was also related to viewers’ favorable support for Jewish-related social issues. Findings indicate a complicated relationship and suggest that the consumption of Jewish television characters may intensify negative attitudes, including stereotype endorsement and anti-Semitism, but the ethnic and cultural identity contributes to confounding feelings toward social issues. We offer a discussion of the results regarding media cultivation, intergroup contact, and the Jewish community.