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 158
OP 170
DO 10.2501/JAR-2018-017
VO 59
IS 2
A1 Morgan E. Ellithorpe
A1 Michael Hennessy
A1 Amy Bleakley
YR 2019
UL http://www.journalofadvertisingresearch.com/content/59/2/158.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.