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Separate and Still Unequal: A Comparative Study of Blacks in Business Magazines

Through the use of a textual analysis, this study compares the contents of three business magazines--Forbes, Fortune, and Black Enterprise--and the way each covers the Black business community. The analysis reveals that the 2 mainstream business publications--Forbes and Fortune--focus almost entirely on covering the White-dominated corporate world, with the end result that Blacks and the Black business community are virtually invisible within their pages. The results support the work of other researchers who have found that the mainstream media are helping to perpetuate the White-dominated view of society that places minorities in general--and Blacks in particular--outside the norm. Black Enterprise, on the other hand, continues in the long tradition of the Black press, providing an alternative view of society through its focus on the Black business community.