It’s All Relative: The Dual Role of Media Consumption and Media Literacy among Black Audiences

Abstract

ABSTRACT Race-related media effects research often address the misrepresentations of Black characterizations and their relationship to non-Black audiences. However, very few studies center the relationship between Black audiences and protective strategies that may mitigate unfavorable outcomes. Likewise, scant research acknowledges shifts in distinct Black media representation. To address this, an exploration of media representations of Black individuals, tenets from cultivation theory, and media literacy are adopted to understand the relationship between media consumption and favorable group outcomes. Results reveal that Black viewers’ media literacy skills and increased media consumption are positively associated with increased individual and racial group esteem, suggesting that Black consumers are not passive in their media consumption and may reap favorable benefits from their media viewing.