Media, Racial Identity, and Mainstream American Values

Abstract

A survey of 499 Black, Asian, and White American college students assessed their endorsement of “mainstream” American values, uncovering a 6-factor values structure, with some notable significant differences between the races. As expected, White respondents' own personal value orientations most closely matched their assessments of mainstream American values, and stronger racial identity (from a social identity perspective) corresponded to an even closer match. A variety of media consumption measures correlated with personal/mainstream American values congruence, with greater media exposure predicting greater endorsement of mainstream values, but most relationships were eclipsed when controlling for demographics, race, and racial identity. Predictors that maintained under controls included music TV and sports programming exposure, pointing to the potential importance of such particular media forms in the process of value-based cultural assimilation and reinforcement.