How do the authors use data to support their arguments

How do the authors use data to support their arguments that a) the representations of minorities found in gaming magazines correspond to stereotypes, rather than reality, and b), that such stereotyping is far from innocent in its consequences? What sorts of evidence to the authors use to support their arguments?
What are the benefits of using data when making an argument about prejudice and racial stereotyping? I suggest that you think in terms of logos as opposed to pathos.

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