The “Race Card” Revisited: Assessing Racial Priming in Policy Contests

In The Race Card (2001), Mendelberg finds support for her theory that implicit racial appeals, but not explicit ones, prime racial resentment in opinion formation. She argues that citizens reject explicit appeals, rendering them ineffective, because they violate widespread egalitarian norms. Mendelberg’s innovative research, however, suffers from several limitations.We remedy these deficiencies using two randomized experiments with over 6,300 respondents. We confirm that individuals do tend to reject explicit appeals outright, but find that implicit appeals are no more effective than explicit ones in priming racial resentment in opinion formation. In accounting for the differences between previous research and our own, we show that education moderates both the accessibility of racial predispositions and message acceptance. This suggests that the necessary assumptions of Mendelberg’s theory hold only for different and exclusive subsets of the general population.
Data collection: Data from two nationally representative controlled experiments during 2003 and 2004. using Knowledge Networks’ (KN) Web-TV survey panel, which closely approximates a national random digit dialing sample. A full description of our experimental design and data analysis, including question wording and variable coding, is available from the authors. Both experiments shared a common survey instrument with three components: a pre-test, an experimental treatment, and a post-test.