The Color of Their Collar: Effects of Social Status Portrayal in Advertising on Self-Esteem

Abstract

The social identity framework suggests that exposure to high-status ingroup or low-status outgroup portrayals enhances self-esteem through positive ingroup distinctiveness. In this study, the effects of racial group portrayals in print advertisements on Blacks' and Whites' self-esteem and advertising responses were investigated in an experiment. A series of mock ads were pretested and developed manipulating character race (Black, White) and social status (high-status, low-status), resulting in four conditions. Blacks higher in ethnic identity reported enhanced self-esteem when exposed to lower-status White characters (negative outgroup portrayal), whereas Blacks lower in ethnic identity reported enhanced self-esteem when exposed to higher-status Black characters (positive ingroup portrayal). Advertising outcome measures (attitude toward the ad, purchase intentions) also revealed that level of ethnic identity moderates responses by Black subjects. White subjects reported lower self-esteem after exposure to lower-status Black characters. White participant responses suggest Blacks are not viewed as a competing outgroup, whereas Black participant responses indicate Blacks do not respond to race or social status in advertising uniformly, but rather their level of ethnic identity moderates self-esteem and attitudinal responses to ingroup and outgroup portrayals.

Exploring identity and coping among Black viewers of Marvel’s Black Panther.

“…Viewers with Afrocentric features also identified with rap videos that casted actors with similar Afrocentric features (Dixon et al, 2009). Findings from these studies suggest Black people identify with Black-oriented media and report higher self-esteem due to a stronger identification with Black characters (Appiah, 2004;Dixon et al, 2009;Hoplamazian & Knobloch-Westerwick, 2014). Given this research on Black-oriented TV and music, the current study seeks to fill a gap in literature by exploring the relationship between Black-oriented films and racial identity.…”

“…2010). Watching Black-oriented media can accentuate Black viewers' racial identity (Hoplamazian & Knobloch-Westerwick, 2014). For example, in a study comparing Black-oriented and mainstream TV's influence on Black women's identity development, viewing Black-oriented media predicted healthier body images among Black women compared with mainstream media (Schooler et al, 2004).…”

“…Given this research on Black-oriented TV and music, the current study seeks to fill a gap in literature by exploring the relationship between Black-oriented films and racial identity. Black viewers, particularly those with a well-developed racial identity, may resist media that do not portray themselves and their racial group in an accurate and positive light (Appiah, 2004; Dixon et al, 2009; Hoplamazian & Knobloch-Westerwick, 2014).…”

“…For example, a person with high private racial regard may be more critical of stereotypical media messages than a person with low private racial regard. Thus, racial identity is not only a viewer characteristic but also a valuable information source for how Black viewers respond to various media representations (Hoplamazian & Knobloch-Westerwick, 2014).…”

“…Although Sullivan and Platenburg (2017) examined the impact of several types of Black-oriented media, the current study specifically focuses on the relationship between consumption of ostensibly positive Black-oriented media and Black racial identity. We seek to contribute to the existing literature showing how media messages, both positive and negative, inform Black viewers’ racial identity development (Adams & Stevenson, 2012; Hoplamazian & Knobloch-Westerwick, 2014; Sullivan & Platenburg, 2017) by investigating the influence of watching Black Panther on Black viewers’ racial identity and coping with race-based stressors.…”