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Black Stereotypes in the Mass Media In the decades since the civil rights movement, overt stereotypes of blacks in the mass media have largely faded from view. However, more subtle stereotypes remain. This paper will discuss the nature and impact of these remaining stereotypes as they are treated in the current literature. The U.S. mass media is dedicated to selling products through advertising. The most targeted consumer of mass media advertising is still the white consumer. The current mass media's largely positive portrayal of blacks is well received by most white consumers, but the reason for this is controversial. Studies have suggested inconsistent consequences with respect to how many white viewers in particular respond to these representations independently of program content. In one view, researchers have suggested that popular, positive portrayals of many blacks in the media are marketable because they affirm white consumers' self-concept as non-racist, as well as many whites' negative attitudes toward blacks. These analyses describe white consumers' positive responses to programs like "The Cosby Show" as a form of "enlightened racism" whereby white consumers' fears of seeming racist are allayed but