Sharon, Amiel T.
December 1973
Public Opinion Quarterly;Winter73-Winter74, Vol. 37 Issue 4, p611
Academic Journal
Recent investigations of mass communication among the urban poor, many of whom are blacks, have focused on the relationship between media use and demographic and sociopsychological factors such as race and alienation. Although the newspaper readership surveys are consistent in their findings, it is hazardous to generalize from. their results because the studies were limited to residents of three Midwestern cities. Blacks, unlike whites, may not think of a newspaper in terms of the categories developed in this survey and therefore may be more likely than whites to be underrepresented in those categories. A national survey of the reading behavior of blacks and whites indicates that the racial differences in newspaper reading is larger than in any other form of reading. This difference exists between blacks and whites regardless of economic factors. The results of this study indicate that newspapers are not reaching a very large percentage of blacks, especially poor blacks. Even among those blacks who do read newspapers, certain sections such as editorials, women's and society pages, and regular ads are read considerably less frequently by blacks than by whites.


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