In an era marked by unprecedented global mobility, understanding the social dynamics that shape intercultural interactions is more crucial than ever. A groundbreaking study conducted by Gao, Takai, and Chen, recently published in BMC Psychology, offers fresh insights into how media channels impact the willingness of Japanese residents to engage with Asian international students. Their research, titled “Media channels and the secondary transfer effect: influences on willingness to interact with Asian international students in Japan mediated by outgroup morality perception,” uncovers the complicated interplay between media consumption, social perceptions, and intercultural relations, revealing nuances that could redefine approaches to integration policies and social harmony in host countries.
The study delves into the intricate concept known as the secondary transfer effect, which describes how exposure to certain media content can indirectly influence attitudes toward groups not explicitly featured in that content. In this context, the researchers examine how different media channels may shape perceptions of Asian international students in Japan by altering Japanese residents’ views about the morality of outgroups. This mechanism, in turn, affects individuals’ willingness to interact socially and academically with international students, highlighting the transformative power of media as a mediator of social attitudes.
To appreciate the significance of these findings, it is essential to consider Japan’s demographic and social landscape. With declining birthrates and an aging population, Japan increasingly relies on international students from Asia to sustain its educational institutions and workforce pipeline. However, despite governmental encouragements toward diversity and inclusion, there remain substantial barriers to genuine social integration. The study’s focus on outgroup morality perception—how Japanese individuals infer ethical attributes about people perceived as different—addresses a subtle but vital psychological factor influencing cross-cultural interactions.
Gao, Takai, and Chen embarked on their research by systematically analyzing data obtained from Japanese participants who reported their media consumption habits, including traditional platforms such as television and newspapers, as well as digital and social media. The research method combined quantitative surveys with psychometric assessments of morality perceptions, emphasizing three domains of moral evaluation: fairness, harm avoidance, and loyalty. The comprehensive model allowed the researchers to trace how exposure to various media narratives either enhanced or diminished positive moral judgments toward Asian international students.
One of the notable discoveries revealed that traditional media channels often reinforce stereotypical portrayals, which inadvertently lower Japanese individuals’ moral evaluations of outgroups. This negative framing was linked to decreased willingness to engage in meaningful contact with international students. Conversely, social media platforms displayed a more complex influence. While some digital content perpetuated harmful stereotypes, other user-generated narratives and community groups fostered empathy and understanding, resulting in improved moral evaluations of international students.
The concept of mediation by outgroup morality perception is pioneering because it identifies a cognitive pathway through which media shapes social behavior. It asserts that people do not change their interaction willingness simply by media exposure alone; rather, they internalize moral judgments stimulated by that exposure, which then drives behavior. This nuanced understanding opens new avenues for designing media interventions that promote inclusive attitudes by consciously framing outgroups in ways that resonate with universally valued moral principles.
Importantly, the study highlights how the secondary transfer effect amplifies the impact of media beyond the immediate subjects discussed. For instance, exposure to positive narratives about one minority group or ethical behaviors in a media story can spill over, improving attitudes toward other, seemingly unrelated groups such as Asian international students. This cascading influence underscores the potential of strategic media content curation to foster broader social cohesion.
The researchers also underscore the implications of their findings for policymakers, educators, and media producers. In educational settings, integrating media literacy programs that illuminate the mechanics of secondary transfer and moral perception can empower students and community members to critically assess media narratives, thereby reducing unconscious biases. Meanwhile, media professionals are encouraged to craft content that consciously foregrounds positive moral exemplars from diverse groups, helping to reshape public attitudes organically.
On a technical level, the study employed structural equation modeling (SEM) to rigorously test the relationships between media exposure, morality perception, and interaction willingness. SEM allowed the authors to map direct and indirect effects simultaneously, providing robust statistical evidence for the hypothesized mediation model. This methodological rigor lends strong credibility to the conclusion that morality perception operates as a key psychological intermediary, not mere epiphenomenon.
Additionally, the research draws attention to cultural specificity, recognizing that the moral evaluation frameworks and media consumption patterns investigated are deeply embedded in the Japanese context. For instance, the importance assigned to group harmony and social conformity in Japanese culture renders moral perceptions about outgroups especially influential for social behavior. This aspect calls for cross-cultural replications to determine whether similar mechanisms function in other societies with different cultural norms.
The timing of this study is particularly relevant given the rapid globalization of higher education and increasing numbers of international students worldwide. As universities compete internationally, understanding factors that facilitate or hinder student integration bears direct consequences for academic outcomes and mental health. By linking media influence to interpersonal willingness, the study points to a heretofore underexplored determinant of international student success beyond institutional and policy frameworks.
Equally compelling is the study’s contribution to media psychology by emphasizing the power of indirect effects in social attitudes. Traditional research often focuses on first-order effects—direct impacts of media portrayals on attitudes toward the same group. This study pushes the boundary by demonstrating that secondary transfer can modulate attitudes toward non-featured groups through morally laden psychological processes, an insight with broad applicability across social psychology and communications research.
Moreover, these findings resonate amidst the global rise of misinformation and divisive media content. They suggest that balancing narrative frames to elevate shared moral values can act as an antidote to growing social fragmentation. Media campaigns inspired by this insight could harness positive moral exemplars and narratives of cooperation across ethnic and national lines, counteracting xenophobia and social withdrawal tendencies.
The research also poses intriguing questions for future exploration, particularly regarding the role of emerging technologies such as immersive virtual reality (VR) media in shaping moral perceptions and social willingness. Could VR experiences designed to simulate intercultural encounters enhance outgroup morality perceptions even more effectively than traditional media? The study lays a foundation for such innovative investigations.
In conclusion, Gao, Takai, and Chen’s work is a significant stride toward understanding the subtle, yet potent forces that shape intercultural willingness in host societies. By revealing the mediating role of outgroup morality perception in the relationship between media channels and social interaction tendencies, the study provides actionable insights for leveraging media as a constructive tool to foster integration and mutual respect. As nations contend with demographic and cultural transformations, such nuanced knowledge becomes indispensable for crafting societies that are not only diverse but truly inclusive.
Subject of Research:
The influence of media channels on the willingness of Japanese residents to interact with Asian international students, mediated by perceptions of outgroup morality.
Article Title:
Media channels and the secondary transfer effect: influences on willingness to interact with Asian international students in Japan mediated by outgroup morality perception.
Article References:
Gao, X., Takai, J. & Chen, S. Media channels and the secondary transfer effect: influences on willingness to interact with Asian international students in Japan mediated by outgroup morality perception. BMC Psychol 13, 1056 (2025). https://doi.org/10.1186/s40359-025-03420-6
Image Credits: AI Generated
