Ethnic differences in the evaluation of newspaper image

This research examined two very different interpretations of why specific minority groups may not be loyal newspaper readers. The first, operating on many pejorative stereotypes, portrays blacks and Hispanics as very critical, disaffected people who see newspapers as racist, biased, and unfair. An alternative view suggested that factors such as product availability, demographics, and economic considerations, not negative evaluations of sources of information, were better explanations for nonreadership by different ethnic groups. Three massive data sets (N = 14,378) were used to analyze differences in newspaper image among different racial/ethnic groups in the United States. Across all analyses race is not a very meaningful predictor of newspaper evaluation. This casts doubt on the assumptions about alienated, uninvolved minorities. When race did add unique variance to the predictor models, it was because minorities were more positive about local media, an alternative not previously suggested. Results are discussed in terms of their importance to academic researchers, media managers, policy makers, and for those interested in intercultural/interracial training and education.