Abstract
Previous content analyses show that televised sports programming attributes athletic success achieved by Black athletes to athleticism whereas success for White athletes is attributed to hard work and intelligence. This research explores whether the amount of such programming a person views affects attitudes held about Black and White athletes. Using a unique version of the Implicit Association Test, a strong association was found between images of White athletes and ‘smart’ athlete words, whereas Black athletes were more strongly associated with ‘natural’ athlete words. Furthermore, results from a mediated sports-consumption survey suggest that there is a significant positive correlation with the amount of sports programming a participant is exposed to and the strength of these stereotypical associations.
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