The effect of Obama saliency on individual-level racial bias: Silver bullet or smokescreen?

President Obama's election has been construed as a potentially positive force for intergroup relations, but this issue has not been previously addressed experimentally. In experiment 1, conducted 4–5 months after the election, White participants were primed with either President Obama or nature before completing a variety of race-related measures. Results indicated that priming Obama did not influence implicit racial bias or internal motivation to control prejudice. However, consistent with exemplar and symbolic racism theories, participants primed with President Obama expressed greater agreement with the tenets of symbolic racism and were more reluctant to accept the possibility that they personally harbored subtle racial bias. Experiment 2, conducted 21 months after the election, replicated the Obama effects from experiment 1 and showed that priming another Black exemplar (Oprah) also increased symbolic racism. Results suggest that highly successful Black exemplars currently serve as a smokescreen for symbolic and subtle racial biases.