African Americans' Television Activity: Is it Related to Perceptions of Outgroup Vitality?

Abstract

In a continued attempt to uncover the connection between intergroup relations and mass media, the author explores African Americans' television activity. Using a uses and gratifications perspective, this investigation examines the reasons African Americans select and avoid television and whether those reasons predict their perceptions of Caucasians. Results indicate that selecting television for entertainment purposes was the most important gratification sought by participants. Selecting television out of habit or to relieve boredom predicted perceptions of Caucasian vitality and the relationship was moderated by involvement while viewing television.

KEYTERMS:

• African Americans
• intergroup
• media
• power
• television
• vitality

Notes

Note. This factor analysis reflects items that firmly load on each respective factor. Similarly, the remaining three factors contained factor loadings deemed unacceptable (e.g., factor loadings below .4 or comprised less than 2 items).

Music Television Videos (MTV) and cartoons were both frequently mentioned as being viewed by participants. However, because participants were asked to list the specific shows they view, and hence coded according, MTV and cartoons are not represented on the list.