“Racial diversity may be an important factor in adolescent perceptions about film and television content. … Do adolescents differentiate between Black-oriented and mainstream media content?” the authors of this Journal of Advertising Research article asked. “Are these perceptions associated with exposure to that content?”
Their research found differences in how Black and White teens related to Black-oriented content. Black teens perceived that the content was directed toward them. White teens, on the other hand, thought that it could appeal to a general audience, raising the question whether Black-oriented content should be marketed more broadly.
Morgan E. Ellithorpe is an assistant professor in the department of advertising and public relations at Michigan State University. Her research interests include media psychology and media effects in the contexts of adolescent health and risk, as well as in racial differences in media representation and effects. She has published in many journals, including Communication Research, Journal of Sex Research, and Social Science & Medicine.
Michael Hennessy is a former senior research scientist at the University of Pennsylvania. His research interests are the integration of structural equation modeling and reasoned action theory, growth curve analysis of longitudinal data, and using factorial surveys to model individual decision making and to design interventions that work. He has published more than 100 journal articles in Evaluation Review, Structural Equation Modeling, and Psychology Health & Medicine, among others.
Amy Bleakley is a senior research scientist in the Annenberg School for Communication at the University of Pennsylvania. Her research focuses on investigating media effects on health risk behaviors and using theory to create evidence-based health interventions. She has published in numerous academic journals, including American Journal of Public Health, Pediatrics, and JAMA Pediatrics (formerly Archives of Pediatrics and Adolescent Medicine).