African Americans' Television Activity: Is it Related to Perceptions of Outgroup Vitality?

In a continued attempt to uncover the connection between intergroup relations and mass media, the author explores African Americans' television activity. Using a uses and gratifications perspective, this investigation examines the reasons African Americans select and avoid television and whether those reasons predict their perceptions of Caucasians. Results indicate that selecting television for entertainment purposes was the most important gratification sought by participants. Selecting television out of habit or to relieve boredom predicted perceptions of Caucasian vitality and the relationship was moderated by involvement while viewing television.