Incorporating Self-Categorization Concepts Into Ethnic Media Research

The growth of ethnic media is a bright trend in the U.S. media market, and media for various cultural groups are expanding in Europe and elsewhere. However, despite increased scholarly attention to ethnic media, ethnic media theoretical concept development has not kept pace. This article has three purposes. It differentiates ethnic media from other media forms and defines related concepts, organizes and models contemporary ethnic media literature, and diagrams an ethnic media model that incorporates concepts from self-categorization theory. The author focuses on four self-categorization concepts (accessibility, norms, prototypes, and fit) and sets forth propositions derived from the concepts for use in ethnic media research. Methods for refining and testing the concepts are also suggested.