Streaming While Black: An Exploration of Black Streaming Subscribers’ Perceptions of “Black Voices” Content and Its Relationship with Racial Identification and Perceived Vitality

Document Type

Article

Publication Date

1-1-2024

Abstract

Much of the media psychology literature has focused on the mechanisms related to the effects negative presentations and lack of diverse and authentic storytelling may have on stereotyped perceptions among audiences belonging to dominant groups and on ways to counteract these perceptions. Fewer have focused on the experiences of media consumers of color, particularly Black consumers. The studies that emphasize this have focused on associations between representations and media selection with self-esteem and perceived group vitality. The current study adds to this body of literature by focusing on Black streaming subscribers’ perceptions of content featuring Black stories and how they may be associated with perceptions of individual and collective well-being. In the summer of 2020, many streaming services, including Netflix, Hulu, and Disney+, began offering and promoting what we refer to as “Black Voices” categories. This study empirically examines perceptions related to the program content, how genuine the companies’ motives were perceived, and the strength of one’s racial and ethnic identity gratifications may play in subscribers’ reactions.

Publication Source (Journal or Book title)

US Media and Diversity Representation Dissemination and Effects

First Page

42

Last Page

58

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