@article {EllithorpeJAR-2018-017, author = {Morgan E. Ellithorpe and Michael Hennessy and Amy Bleakley}, title = {Adolescent Perceptions of Black-Oriented Media: {\textquotedblleft}The Day Beyonc{\'e} Turned Black{\textquotedblright}}, elocation-id = {JAR-2018-017}, year = {2018}, doi = {10.2501/JAR-2018-017}, publisher = {Journal of Advertising Research}, abstract = {Black-oriented media, content with predominantly Black casts or racial themes, is marketed primarily toward Black audiences, but how audiences perceive such targeting is unclear. Black and White adolescents (N = 1,990) identified the perceived target audience of 15 movies, 12 of them Black oriented. Results suggest that Black adolescents, especially those with strong ethnic identity, differentiate Black-oriented films from mainstream movies. Black adolescents reported higher exposure to Black-oriented films, particularly if they perceived such films as targeted to Black audiences. White adolescents found it more difficult to identify Black-oriented films. Black-oriented films therefore might be marketed successfully beyond Black audiences.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/early/2018/04/24/JAR-2018-017}, eprint = {https://www.journalofadvertisingresearch.com/content/early/2018/04/24/JAR-2018-017.full.pdf}, journal = {Journal of Advertising Research} }