PT  - JOURNAL ARTICLE
AU  - Ellithorpe, Morgan E.
AU  - Hennessy, Michael
AU  - Bleakley, Amy
TI  - Adolescent Perceptions of Black-Oriented Media: “The Day Beyoncé Turned Black”
AID  - 10.2501/JAR-2018-017
DP  - 2019 Jun 01
TA  - Journal of Advertising Research
PG  - 158--170
VI  - 59
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/59/2/158.short
4100  - http://www.journalofadvertisingresearch.com/content/59/2/158.full
SO  - J Advert Res2019 Jun 01; 59
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.