The Mass Media and the Dynamics of American Racial
Attitudes. By Paul M. Kellstedt. Cambridge: Cambridge University
Press, 2003. 155p. $60.00 cloth, $20.00 paper.
The literature on race and public opinion has been dominated by the
debate between those who emphasize the continuing role of prejudice or
racial resentment and those who emphasize the role of other values and
ideologies, such as limited government or individualism, in explaining
sources of individual-level support and opposition to current race
policy. Thus, it is refreshing to find a book like The Mass Media
and the Dynamics of American Racial Attitudes, which looks at
racial attitudes from a different perspective. In the tradition of
Howard Schuman and his colleagues in Racial Attitudes in
America (1997), Paul Kellstedt demonstrates and explains variation
in the American public's racial policy preferences over the last
half of the twentieth-century. Kellstedt draws on the existing opinion
and media effects literature to develop a theory that can explain how
the public as a whole evolves on matters of race. This book's most
valuable contribution comes from the specific attention he gives to
media framing. Many researchers suggest a role for media coverage in
the development and trajectory of racial policy preferences over this
period, yet little empirical work examines this relationship. Using an
innovative approach, the author provides convincing evidence that media
coverage “is an important part of a system of influences that
determine public opinion on race in America” (p. 134).