Adolescent Perceptions of Black-Oriented Media: "The Day Beyoncé Turned Black".
J Advert Res
; 59(2): 158-170, 2019 Jun.
Article
em En
| MEDLINE
| ID: mdl-31379387
ABSTRACT
Black-oriented media, content with predominately Black casts and/or racial themes, is marketed primarily toward Black audiences. However, how audiences perceive such targeting is unclear. To investigate this, Black and White adolescents (n=1,990) identified the perceived target audiences of 15 movies (12 Black-oriented). Results from Item Response Theory and multiple regression suggest that Black adolescents, especially those with strong ethnic identity, differentiate Black-oriented from mainstream movies. Black adolescents report higher exposure to Black-oriented films, particularly if they perceive such films as targeted to Black audiences. White adolescents find it more difficult to identify Black-oriented films. This suggests that Black-oriented films might be successfully marketed beyond Black audiences. MANAGEMENT SLANT Black adolescent audiences perceive Black-oriented media to be targeted toward them, especially those who have strong ethnic identity.White adolescent audiences generally perceive Black-oriented media to be targeted toward anyone.Black-oriented content may find greater mainstream marketing success if advertisers target both Black and White audiences.
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1
Coleções:
01-internacional
Base de dados:
MEDLINE
Idioma:
En
Ano de publicação:
2019
Tipo de documento:
Article