The Role of the Media in Political Socialization and Attitude Formation toward Racial/Ethnic Minorities in the US

Abstract

This chapter begins with a survey of research on mass media effects in the political socialization process. Thereafter follows a presentation of research relating to a decline in the designation of national minorities as being disadvantaged over time. Content analysis data from the Vanderbilt University Television News Archive in Nashville, Tennessee are employed to test the hypothesis that the downward trend in describing national minorities as disadvantaged is due to shifting media priorities. This hypothesis is partially confirmed, but some data detract from our ability to reach firm conclusions. Explanations are offered for some findings, especially those relating to the high level of African Americans' political activity and to the dramatic decline in American Indians' political participation. African American coverage remained fairly constant during these years. Of all minorities, they are probably the best organized. African Americans such as David Dinkins, Jesse Jackson, and Andrew Young are contemporary manifestations of the active African American politician.