| Abstract: | This study was designed to assess the changes that have occurred in the portrayals of black people and cross-racial relationships in prime-time television broadcasting during the past decade. By replicating the content analysis procedures used by Weigel, Loomis, and Soja (1980), this investigation provided a consistent basis for comparing two similar samples of television content drawn, respectively, from 1978 and 1989. Results of this comparison indicated that, although black appearances and cross-racial interactions were no more frequent in the 1989 sample of product commercials, the black presence in prime-time programming had increased substantially. As compared to 1978, the proportion of time that one or more black characters were on the screen more than doubled, while the frequency of cross-racial interactions more than tripled in the 1989 sample. Nevertheless, ratings of qualitative dimensions of these cross-racial interactions suggested that relationships between blacks and whites on television continued to be portrayed as cooperative but emotionally detached, particularly when the relationships occurred outside of the work place. |
