An analysis of television series with minority‐lead characters

Abstract

This paper traces the development of trends in serial programming devoted to minorities in prime‐time television. It also revisits the literature on minorities and media to see if past “media‐as‐mirror” findings can be better understood in light of interdependent economic conduct characteristic of the network oligopoly. Study results reveal that quantitative growth in minority‐lead series was greatest during the 1970s, although Asians, Hispanics, and women were underrepresented through 1990. The erratic nature of that growth suggests that it has less to do with social consciousness than with the fact that minorities have become a highly sought‐after target for advertisers.