The role of online authenticity in relieving intergroup tensions

The use of digital channels is growing in every aspect of personal communication. Past studies have argued that the perception of authenticity in online communication is critical to developing affection in interpersonal relationships, despite diminished non-verbal communication in digital mediums. While pioneering research has established theoretical frameworks of authenticity in computer-mediated communication, the relationship between authenticity and intergroup contact have not been tested empirically. By building upon Lee Eun-Ju’s (2020) Authenticity Model, this study examines how message authenticity, specifically, may affect perceptions towards the LGBTQ outgroup through an online experiment. A 2 (authentic message vs. inauthentic message) × 2 (ingroup vs. outgroup authored) design was used (n = 220), exposing participants to one of the four treatment conditions. Results of the study indicated that there were no significant differences in the participants’ attitudes nor behavioural intentions toward the outgroup, regardless of which treatment group they were assigned to. As such, the findings indicate that there is no significant relationship between authenticity and change in perception. Nonetheless, this study is not conclusive and more research is needed to understand authenticity at the empirical level.Bachelor of Communication Studie