Advancing racism with Facebook: Frequency and purpose of Facebook use and the acceptance of prejudiced and egalitarian messages

The present study examined the relationship between frequency of Facebook use and attitude toward negative racial messages that are presented via Facebook. White participants completed a measure of Facebook use and then read one of three persuasive messages regarding race: an egalitarian message, a negative message with a superiority focus, or a negative message with a victim focus. Participants indicated their attitude toward the message and their Facebook-related behavioral intentions. Results showed that frequency of Facebook use related positively to message acceptance, particularly messages with overt racist content. Facebook users who were motivated by information seeking needs discriminated the most between messages, accepting an egalitarian message and rejecting messages with racist content.

• We examined the relationship between Facebook use and acceptance of racist posts.
• Common motivations to use Facebook are connecting with others and entertainment.
• Information-seeking was a less common motivation for using Facebook.
• Frequency of Facebook use related positively to message acceptance.
• Information seeking related to discrimination between racist and non-racist posts.