| Intergroup scholars have long recognized the media have a role in shaping perceptions of one's ingroup and relative outgroups, however, few have attempted to explicate how. The purpose of the present study is to investigate the relationship between television viewing and the intergroup concept of vitality (e.g., status, demography, and institutional support). By relying on cultivation and uses and gratifications theories, contrasting arguments are made about how television activity is related to African Americans' vitality perceptions. Participants (N = 154) include African Americans who responded to a series of questions concerning their television habits, as well as their perception of African-American, Hispanic, and Caucasian vitality. Results indicate television selection based on ethnic identity gratifications positively predicts African Americans' perception of African-American vitality. However, television avoidance based on ethnic identity gratification is the strongest predictor of African Americans' perception of African-American vitality. Implications of the findings are discussed and directions for future research are offered. |
