ERIC Number: ED230652
Record Type: RIE
Publication Date: 1980-Oct
Reference Count: N/A
Communication Research on Black Americans.
Allen, Richard L.
This paper reviews the role of television in the lives of blacks and suggests approaches on how to improve the quality of communication research. Portrayals, exposure patterns, attitudes and motives, and effects of blacks on television are discussed. It is suggested that future research should emphasize interpretive analysis or assessment of the meaning of program content as it relates to black cultural experiences. It is further claimed that: (1) blacks are increasingly presented on television, but the quality of presentations tends to be stereotypical; (2) blacks have different viewing patterns than whites; and (3) those with less education and lower socioeconomic status tend to watch television more and prefer commercial network programs. Attitudinally, blacks appear to have different program preferences and tend to be more positive toward television than whites. Conceptual and methodological shortcomings of past research are identified as: (1) lack of sensitivity to black cultural experiences; (2) too much emphasis on comparative studies; (3) inadequate sample sizes; (4) overemphasis on descriptive investigations as opposed to theoretical or explanatory studies; and (5) the absence of theory. Also presented are outlines for concept and method validation and basic strategies for data collection. (AOS)
Descriptors: Black Attitudes, Blacks, Content Analysis, Mass Media Effects, Research Methodology, Research Needs, Television, Television Research, Television Viewing
Not available separately; see UD 022 807.
Publication Type: Information Analyses; Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Symposium on Minority Audiences and Programming Research (Lenox, MA, October 1980). In: In Search of Diversity. Symposium on Minority Audiences and Programming Research: Approaches and Applications, 1981, p47-63.