Asian American television activity: Is it related to outgroup vitality?

Applying a uses and gratifications and social identity gratifications approach, the present study explores Asian American television viewing. Specifically, Asian Americans report on the quantity of television they watch, what shows they watch, why they watch, and whether their uses are related to their perceptions of Caucasian vitality. The data reveal that using television for entertainment and to escape/relieve boredom were the most important television uses for this group of Asian Americans. At the same time, these two uses were significant predictors of how vital Asian Americans perceived Caucasians. Although selecting and avoiding television for ethnic identity gratifications were not important relative to other gratifications, television selection for identity gratifications was important to Asian Americans who highly identify with their ethnic group.