Black messages, white messages: The differential use of racial appeals by black and white candidates

Charlton D. McIlwain, Stephen M. Caliendo

Research output: Contribution to journalArticle

Abstract

This article seeks to ascertain how implicit and explicit racial messages are constructed in televised political campaign advertisements. Utilizing a content analysis of 328 spots run in election contests between 1990 and 2000 where at least one candidate was African American, the authors provide results and analyses that demonstrate that both White and Black candidates are prone to utilizing racial messages. However, the authors show that a stark distinction exists between racial messages constructed by Whites and those by Black candidates.

Original languageEnglish (US)
Pages (from-to)732-743
Number of pages12
JournalJournal of Black Studies
Volume39
Issue number5
DOIs
StatePublished - May 1 2009

Keywords

  • Campaigns
  • Political communication
  • Race and politics

ASJC Scopus subject areas

  • Cultural Studies
  • Anthropology
  • Sociology and Political Science

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