Adolescent Perceptions of Black-Oriented Media – “The Day Beyoncé Turned Black”: Can Black-Oriented Films and TV Programs Be Marketed More Broadly?

Black-oriented media, content with predominantly Black casts or racial themes, is marketed primarily toward Black audiences, but how audiences perceive such targeting is unclear.
Ellithorpe, Hennessy and Bleakley


  • Black adolescent audiences, especially those who have strong ethnic identity, perceive Black-oriented media to be targeted toward them.
  • White adolescent audiences generally perceive Black-oriented media to be targeted toward anyone.
  • Black-oriented content may find greater mainstream marketing success if advertisers target both Black and White audiences.


When Beyoncé released her hit...

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