Relationship of the media and parental ethnic identity on doll preference in young Black and White children

Doll preference has been used to assess racial preference in young children since the late 1930's (Clark & Clark, 1939). Results of this research and most of the research done in the subsequent 50 years has shown a White positive bias among both Black and White children. These results have been criticized on the basis of both theoretical and methodological flaws inherent in this research (Cross, 1991).;The present study investigates the relationship between the media and parents' ethnic attitudes on children's doll preferences. An attempt was made to correct for methodological and theoretical problems of previous research. The participants in this study were 46 Black and 50 White children between the ages of 5 and 7 and their parents. Each child was tested using 5 dolls. Two dolls were plain Black and White dolls. Two dolls were popular, media dominant dolls, a White Barbie and Black Shani doll for girls and a White Ken and Black Jamal doll for boys. The fifth doll was a racially non-specific Captain Planet doll. The children were observed playing with the dolls during a free play condition which was compared to their responses based on 7 questions initially proposed by Clark & Clark (1947). Each condition was alternated and the Doll Test questions were given in a random order.;Parents were asked to fill out a questionnaire about their children's dolls and the type and amount of television their children watch. The parents also filled out the Collective Self Esteem Scale (CSES) to assess racial attitude. The Parent's scores on the racial attitude scale were compared to the children's Doll Test results.;Results showed no significant White preference among Black children. No preference was demonstrated by either the Black and White children during the free play condition. A main effect for media choice was seen among both Black and White children. The children significantly preferred the media dolls over the plain dolls. The parents' CSES scores were not related to children's doll test results.;While the media has some impact on children's doll preference it does not appear to affect color choice. Although parents' attitudes did not significantly affect doll choice this area of research needs to be studied further. Results are discussed in regard to the continued efficacy of the Doll Test as an indicator of racial preference among children.