Can a soap opera influence political attitudes and engagement among U.S.
Latinos, particularly those perceiving a threat from immigration legislation? The
extended contact hypothesis predicts that ingroup fictional characters can encourage
positive affect and attitudes toward real-world groups and issues with
which they are associated. We tested the impact of a Telemundo soap opera, Mas´
Sabe El Diablo, which portrayed a Latino character’s involvement with the 2010
Census. During the census-collection period and directly following the passage
of Arizona’s Senate Bill 1070 immigration act, we randomly assigned Latino participants
in Arizona, Texas, and New Jersey to view (1) pro-census scenes or (2)
control scenes featuring the character but not the census. Compared to control
viewers, census viewers expressed more positive attitudes and less negative affect
toward the U.S. government and more behavioral support for the census (wearing
pro-census stickers and taking informational flyers). Affinity for the character
was associated with stronger effects. The soap opera did not positively influence
Arizona participants who were directly affected by SB 1070.