Prejudice And Its Media Influence Factors-A Quantitative Study Between The Groups Of Uygur Youth And Han Youth In Guangzhou

The Uygur youth groups working and living in inland cities are the vulnerable groups of the city and now are facing many problems of social integration. They have limited communication with Han youth groups, apparently there are estrangement and prejudice between the two groups. Moreover, the current news information towards the Uygur ethnic group published on the Internet and traditional media, with the narrative mode of alienation and negative theme, influences the audience’s confidence about the content of the media. Conversely, the unequal tendentious content of the media deepens the worse situation. The media should play a much more important role in Chinese current social environment, which is experiencing a process of transformation and has variety of contradictions that become sharper and sharper. Therefore, discussing and the correlation of the media factors and the prejudice and social distance between Uygur and Han youth groups has practical significance and urgency for the transmitter and administrator of the media and even the audience.The prejudice among the ethnic groups can be characterized by the social distance. The research combines the correlative theory and method of communication, sociology and psychology. With the method of quantitative study, we investigate the following media factors that may influence the Uygur and Han youth groups in Guangzhou: media contact, the cognition of the tendentious of the media content, the confidence of the media content, prejudice of the groups and the current situation of the social distance of the groups. Standing on the point of the media audience, we try to find out the correlation between the media factors and prejudice and social distance. We find that:1) There are biggish prejudice and social distance between the Uygur and Han youth groups. 2) There are media prejudices towards the Uygur ethnic groups in inland media. The Uygur youth groups have relatively low degree of confidence in the content of the media about the Uygur ethnic groups. 3) The media deepen the ethnic estrangement between Uygur and Han ethic groups. The media factors have remarkably influence on the prejudice and social distance between the in Uygur and Han youth groups.At last, depending on the findings of the research, the paper offers some suggestions on improving the report of the media towards the Uygur ethnic group in order to decrease the ethnic estrangement and improve the ethnic relation.