African Americans in prime time broadcast TV and BET
Date
2013
Authors
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Publisher
University of Delaware
Abstract
This study examined whether there were more empowering images of African Americans on a channel geared towards the Black audience (BET) or the broadcast networks (ABC, CBS, NBC, FOX and CW). The study was based on a content analysis of a one week sample of programs televised on broadcast network channels (ABC, CBS, NBC, FOX, CW) and on the cable channel BET (Black Entertainment Television) in the fall of 2012 (late September/ early October). A textual analysis was used as a complementary method to understand how African Americans are depicted on BET and whether these messages reflect the cultural perspective. This group is of interest because African Americans have been found misrepresented and underrepresented in past television representations thus influencing perception about the group to adults, children and adolescents of color. Cultivation theory and social cognitive theory serve as the foundation for this study.
The content analysis found more differences than similarities in the way that African Americans are portrayed in broadcast network programs as compared to BET. The qualitative (textual) analysis identified three themes in movies on BET which helped further distinguish differences between the portrayals of African Americans on BET as compared to broadcast network programs. With these results and cultivation theory and social cognitive theory in mind, viewers of color and others can develop empowering and non-empowering perceptions about African Americans. This study adds to research on the representation of people of color.