RT Journal Article SR Electronic T1 Adolescent Perceptions of Black-Oriented Media: “The Day Beyoncé Turned Black” JF Journal of Advertising Research JO J Advert Res FD WARC SP JAR-2018-017 DO 10.2501/JAR-2018-017 A1 Morgan E. Ellithorpe A1 Michael Hennessy A1 Amy Bleakley YR 2018 UL http://www.journalofadvertisingresearch.com/content/early/2018/04/24/JAR-2018-017.abstract AB 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.