Copyright @ 2013 psyChologiCal assoCiation of the philippines philippine Journal of psyChology, 2013, 46(2), 165-179 Address correspondence to: Jose Antonio R. Clemente, Department of Psychology, Palma Hall Annex, University of the Philippines, Diliman, Quezon City; email: jaclemente@kssp.upd.edu.ph The Role of Broadcast Media in Attitude Change: A Pilot Study on a Campus-based Radio Program and its LGBT Advocacy Jose Antonio R. Clemente Cherrie Joy F. Billedo Clarissa C. David University of the Philippines Diliman Can media-based initiatives decrease negative attitudes toward gay men? As part of an ongoing impact assessment of DZUP 1602’s radio program Psych o’ Clock Habit, this pilot study presents preliminary procedures, measures, and data in examining the effects of exposure to gay-themed episodes on adolescents’ knowledge about and attitudes toward gay men. Using a quasi-experimental pretest-posttest design, 73 university students listened to two gay-themed episodes (on coming out and experiences of pride and prejudice among gay men). Results suggest that the episodes were educational (there were knowledge gains), entertaining, and potentially effective in reducing prejudice. Limitations of the design and implications on the development and promotion of LGBT-afirmative programs in broadcast media are discussed. Keywords: LGBT media, attitudes toward gay men, homophobia, prejudice reduction, broadcast media, media interventions Popular forms of media (e.g., television, print, radio) play an important role in shaping people’s attitudes toward gay men. Some studies (e.g., Calzo & Ward, 2009) argue for the possibility of a mainstreaming effect of the media, whereby continued exposure to