TY - JOUR T1 - Adolescent Perceptions of Black-Oriented Media: “The Day Beyoncé Turned Black” JF - Journal of Advertising Research JO - J Advert Res DO - 10.2501/JAR-2018-017 SP - JAR-2018-017 AU - Morgan E. Ellithorpe AU - Michael Hennessy AU - Amy Bleakley Y1 - 2018/04/26 UR - http://www.journalofadvertisingresearch.com/content/early/2018/04/24/JAR-2018-017.abstract N2 - 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. ER -