The study, published in the British Journal of Health Psychology, involved 103 participants who were shown positive, negative, or neutral portrayals of people with visible differences. Those exposed to negative portrayals exhibited a statistically significant increase in appearance-related stigma, measured by how participants believed they would behave around someone with a visible difference. Positive and neutral portrayals did not produce this effect.
Data indicates that nearly four in ten (39 per cent) people with a visible difference have seen characters like them cast as villains, compared to 20 per cent who have seen them as heroes and 15 per cent as love interests. Approximately 4.9 million people in the UK have a visible difference.
Dr Ella Guest, a Senior Research Fellow at UWE Bristol’s Centre for Appearance Research, stated that the findings provide experimental evidence for a long-held anecdotal understanding that negative character tropes perpetuate stigma. She highlighted the importance of these findings in advocating for changes in how people with visible differences are presented in television and film.
In response, a petition has been launched by the charity Changing Faces, urging production companies, broadcasters, and casting directors to balance negative portrayals. The petition calls for more positive characters with visible differences, a sentiment supported by 61 per cent of the public who wish to see greater representation in popular culture. The charity also advocates for better data collection on representation.
Louise Wright, Chief Executive of Changing Faces, emphasised that the research proves media stories shape real-life treatment. She noted that visible difference is now being monitored across broadcast media outlets, a significant step towards more inclusive practices.
Actor Robert Rhodes, known for his roles in 'Silent Witness' and 'House of the Dragon', added his support, stating the need for the media industry to reflect the true experiences of people with visible differences, including joy and success, not just trauma. The petition is open for signatures at https://action.changingfaces.org.uk/.
