How user comments affect news readers’ outgroup prejudice: Vicarious intergroup contact and the moderating role of direct intergroup contact

The digitalization of media creates an environment for users to engage in indirect contact with outgroup members whom they would otherwise not make contact with in real life. This research investigated how vicarious contact (observing intergroup interactions) via user comments on news articles reduced readers’ prejudice against outgroups and the moderating roles of direct contact in such effects. An online experiment (N = 700) demonstrated that for participants with limited positive direct contact with HIV-positive individuals, positive vicarious contact with HIV-positive individuals via user comments increased their intentions to interact with HIV-positive individuals. In contrast, for those with more positive direct contact, positive attitudes toward HIV-positive individuals decreased with positive vicarious contact. For participants with abundant negative direct contact with Asians, positive vicarious contact with Asians via user comments decreased their intentions to interact with Asians. The findings advance the understanding of the effects of user-generated comments on news readers’ interpretation and understanding of news content and provide practical guidance for reducing intergroup prejudice. © The Author(s) 2025.