Social Norms and Social Identity Explain the Selection and Anticipated Enjoyment of In-Group Versus Out-Group Films

This study examines the role of social norms in the context of entertainment media selection based on social identity theory and the theory of normative social behavior. Participants who self-identified as White American, Asian/Asian American, or Black/African American were solicited to complete an online survey regarding media selection, as well as identity strength, perceived norms surrounding entertainment consumption, and media habits. The results indicate that in-group preference and identity predicted media selection, such that people selected films featuring members from their own demographic groups. Yet, in-group media selections were also influenced by social norms. Although participants overall preferred movies featuring in-group actors, the driving factor for in-group media selection differed across groups. For White participants, in-group media selection was influenced by in-group preference. However, social norms were main predictors for Asian participants' in-group media selection. Neither norms nor in-group preference predicted Black participants' media selection.