Researchers believe they may have found the best way to convince the public that racism is a real problem and requires major change: tell them about an Oxford University study exposing discrimination faced by job applicants.
A groundbreaking project exploring how better to boost public support for action against systemic racism tested which messages best move people towards a more anti-racist position.
Reframing Race, a charity, tested dozens of arguments on almost 20,000 people and found highlighting research from 2019 showing ethnic minority applicants received less positive responses to job applications than white people, was the “blockbuster” in terms of making people more likely to agree that all races and ethnic groups are equally as capable as one other.
By contrast using well-trodden language about people “suffering” from “inequality” was less likely to convince people of the systemic problem and even sometimes backfired.
The need for better arguments was made clear by a survey for the study covering England and Scotland, which revealed widespread racist attitudes with 40% of people believing that “some races or ethnic groups are naturally harder working than others” and one in five think some races are more intelligent than others.
The research also showed it remained easier to get audiences to accept racism as a real and pressing problem than to get them to support particular solutions.
“If we want to end racism and entrench anti-racism it is critical to build public demand for deep and irreversible progress,” said Sanjiv Lingayah, report author and director of Reframing Race. “[This] shows there is still a way to go. The data shows significant attachment to deep-seated and debunked myths about ‘race’. More positively, the findings show that the public can understand systemic racism and that they can be rallied around far-reaching anti-racist solutions.”
The researchers found the message with the most potential was when people in England were told Oxford University researchers had applied for more than 3,000 jobs in the names of fictitious applicants, randomly varying the ethnicity, but keeping the skills, qualifications and work experience the same. White British applicants had to make four applications to get a positive response while ethnic minority applicants had to make seven.
“It is an almost watertight piece of evidence about the existence of racism in hiring,” the authors said. “The experiment ‘catches racism red-handed’. Naming Oxford University gives the results further credibility. And, additionally, the way that the fake CV ‘sting’ is outlined gives the message the feel of a compelling story – with plot, characters and a powerful ending.”
Other effective messages involved telling people about far worse maternal mortality rates for black women than faced by white women and even using a metaphor to describe racism as a birdcage which traps people all boosted public acceptance of racism as a problem.
An example of a message that made people less likely to think of racism as a systemic problem was one that said: “This country’s black and minority ethnic communities still suffer poorer outcomes across education, employment, health and in the criminal justice system. In order to achieve genuine racial equality, we must work towards an inclusive Britain in which we all feel valued, enjoy equal opportunities and share a common sense of belonging.”
The authors said “suffer” is “language of illness” and while it may provoke empathy “it does also suggest BAME victimhood rather than steadfastness and agency”.
