Ethnic Identity Gratifications Selection and Avoidance by African Americans: A Group Vitality and Social Identity Gratifications Perspective

Abstract

Abstract This study explores the relatively new idea that individuals engage with media in an effort to meet their social identity needs. Specifically, the study broadens the social identity gratifications (SIG) approach to the domain of ethnicity by examining how African Americans' ethnic identity gratifications selection and avoidance are related to their perceptions of ingroup vitality. Two mediation models involving level of ethnic identification are proposed. Although the model of television selection is not supported, the model of television avoidance is supported. Implications and future research are discussed. ACKNOWLEDGMENTS We would like to thank Valerie Barker, Scott Reid, and the three anonymous reviewers for their assistance in preparing this article. Notes 1The items that measured ethnic identity gratifications selection were "to see people from my ethnic background in situations similar to mine," "to see people of my own ethnic background with whom I identify," "because it gives me factual information about my ethnicity," "because I enjoy watching people who are like me ethnically," "to learn about people from ethnic and cultural backgrounds different from my own," "to learn more about people from my own ethnic background," "to find out what happens to people of my own ethnicity," and "so I can feel proud about my ethnicity." 2For comparative purposes, in addition to African American vitality, participants were also asked to evaluate Caucasian (M = 5.22, SD = .50) and Hispanic (M = 3.96, SD = .66) vitality. The listing order of ethnic groups was counterbalanced to avoid a response set.