Co-Viewing Effects of Ethnic-Oriented Programming: An Examination of In-Group Bias and Racial Comedy Exposure

In: Journalism & mass communication quarterly: JMCQ, Band 92, Heft 3, S. 662-680

Abstract

Entertainment consumption is often shared with others, whether friends or strangers. Whereas most co-viewing scholarship has examined parent–child viewing, few have examined viewing among in-group and out-group members. The present study explores in-group and out-group responses to racial comedy featuring disparaging information about the in-group. Findings suggest that Blacks report a more positive attitude, greater perceived similarity, and identification when viewing racially charged comedy with Black in-group members than when viewing with White out-group members. White viewers display no differences in their responses to television comedy based on whether they were viewing with in-group members or out-group members. Implications are discussed.