Attitude Data

This section offers results of racialized attitudinal research, or research on people’s attitudes toward race. Existing attitudinal data can inform strategies and offer ideas and examples for groups that want to do their own attitudinal research. The section on Communication also has helpful ideas about the ways in which groups have used attitudinal data in racial equity work. The Communication section includes information about a large and growing body of work that suggests people bring a lot of implicit bias and unexamined assumptions to attitudes about racial issues and, in fact, bring racially charged assumptions to a whole host of attitudes and topics even when race or racism is never explicitly part of the conversation. Knowing this provides some useful ways of thinking about how to present attitude data – making sure to offer context that helps convey the intended message, and “inoculates” people from adding their own messages to the information being presented.

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