An examination of television consumption by racial and ethnic audiences in the U.S.: Implications for multicultural media planning and media measurement

J. P. James and Tyrha M. Lindsey-Warren

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.
James and Lyndsey-Warren

MANAGEMENT SLANT

  • Program genres and media fragmentation (through the use of technology) partially mediate the relationship of television viewership and multicultural consumers.
  • Specific program genres predict higher levels of media fragmentation, as demonstrated by the authors’ “multistep mediation” model, which takes into account viewers’ uses and gratifications (e.g. musi

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