Nsttute . for Research on Po ~ ' / Erty Discussion . Iv Papers Blacks ' Attitudes and Behaviors toward Television
نویسندگان
چکیده
Most studies tnat-examirie·,atUtudes .atuLcoehavfo:r 'of';:blackstoward mass media emphasize the differences between their attitudes and behaviors and those of whites. Such studies implicitly assume a relatively homogeneous black perspective. In contrast, this study explores differences among black adults in their attitudes and behavior towards television and the social processes accounting for these differences. A recursive structural equation model was employed to interpret patternsof direct and indirect effects among a set of variables representing demographic and socioeconomic characteristics, general and race-related attitudes, television exposure, preference, and evaluation. Results indicate that variation in attitudes and behaviors toward television (especially those related to perceived bias and perceived bad points of black-oriented situation comedies) is systematically related to differences among black adults in their exposure to the medium, subjective orientations, and demographic and socioeconomic characteristics. Overall, this study exemplifies the importance of taking into account the diversity within the black community.
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