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Black Students’ Responses to Afrocentric Communication Stimuli

This study examined Black students’ cognitive and affective responses to race of messenger and cultural content of message as Afrocentric communication stimuli. The sample consisted of 127 Black students (89 in the experimental group and 38 in the control group). Results of a 2 X 2 factorial MANOVA design indicated minimal yet significant main effects for messenger and message content stimuli; however, several significant Race of Messenger X Message Content interactions were revealed. The general nature of the findings offered notable support for the premise of Afrocentricity as a paradigm from which to effectively communicate with Black message recipients.