Black Adolescents’ Television Usage and Endorsement of Mainstream Gender Roles and the Strong Black Woman Schema

Abstract

This study investigated the associations between Black adolescents’ television usage and their endorsement of mainstream gender roles (MGR) and the strong Black woman (SBW) schema, which characterizes Black woman as emotionally strong, independent, and self-sacrificing. A total of 121 self-identified Black adolescents completed survey measures assessing their endorsement of the SBW and MGR, their viewership of 29 popular television programs (17 targeted to mainstream audiences and 12 targeted to a Black audience), and their total hours of weekly television viewing. Viewing Black-oriented programs was associated with stronger endorsement of SBW. However, viewing mainstream programs was associated with lower endorsement of MGR, specifically for boys. These findings offer some of the first indications of potential relations between Black adolescents’ gender role schemas and the racial makeup of the television programs that they view. We discuss possibilities that youth’s selection of television programs may strengthen the development of the SBW or that youth who embrace the SBW schema may select programs that fit the schema.

Keywords

adolescent development television gender media culture

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