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“Black Ish”: Disparagement Comedy and Consumer Attitudes toward African Americans

Comedy Examples

Chrysalis L. Wright, PhD University of Central Florida Tina Ho University of Central Florida Elizabeth Raatma University of Central Florida Megan Tompkins University of Central Florida   Abstract The current study examined racial comedy and participants’ level of racism and attitudes toward African Americans using an experimental design. It was hypothesized that exposure to disparagement humor would negatively influence viewers’ attitudes regarding African Americans. Additionally, a primary goal of this research was to examine a mediational model between race and exposure to disparagement racial comedy, ethnocentrism, and racism. Participants included 245 male and female college students who were randomly assigned ...

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