What are the consequences of negative portrayals of blacks? As mentioned in the previous articles, the media help to provide definitions of social reality, of social situations. Attendant upon such definitions is an implicit action orientation, a recommendation as to action appropriate to the situation.

The media are a significant factor in the ongoing battle for racial progress. While some of the battles take place in official forums (i.e., governmental institutions), other battles take place in unofficial forums such as newspapers, television, radio, movies, books, and magazines. These should not be taken lightly; there is ample evidence that individuals act on the basis of their socialization, and the media play a central role in that socialization.


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