This study explored psychological predictors that may impact viewers’ decision to watch television shows on the basis of perceived racial or ethnic representation. 1998 undergraduate students selected from a list of motivations for watching television that included race-specific motivations such as “a character is of my race/ethnicity.” Participants also completed attitudinal measures of colorblind racial ideology, social dominance orientation, ethnic identity, and ethnic stigma consciousness. Analysis revealed that prejudicial beliefs predicted less salience for racial representation when making choices about television watching, while deeper connection to one’s ethnic group predicted greater salience for representation when making these choices.
