This paper examines the limitations of present theory concerning media and race, and provides a rationale for using Janice Radway’s concept of “interpretive communities” as a means for theorizing the “impacts” of media portrayals on audiences. Results are reported from a focus group study that used the “interpretive community” framework to assess adolescent reactions to black portrayals in television. Issues surrounding the impacts of black athlete portrayals are examined as a crucial case, considering the cultural importance of these figures for certain youth cultures. The results offer insights into the impacts of media portrayals of race in several key areas, including minority self-perceptions, racial awareness, racial stereotyping, perceived conditions of social mobility, and perceived racial equality. They also demonstrate the need to conceptualize media impacts as intertextual and dialogical events that occur as an interaction between the audience and the media.