Abstract
This study examined whether the positive or negative valence of a news story, and the race of the character portrayed in the story, would influence Black or White readers' selection of a story. The study employed selective exposure methodology to unobtrusively measure story selections among Black and White readers as they browsed a news site. The results demonstrated Black newsreaders were more likely to select and read positive and negative stories featuring their racial ingroup, and more likely to select and read negative vis-à-vis positive stories about their outgroup. In contrast, Whites' story preference was not affected by story valence or character race. Theoretical assumptions from social identity, social comparison, and social cognitive theories are used to explain the findings.
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