BLACK VERSUS AFRICAN-AMERICAN - ARE WHITES POLITICAL-ATTITUDES INFLUENCED BY THE CHOICE OF RACIAL LABELS

Objective. This study tests the hypothesis that whites react different ly to the labels ''black'' and ''African American.'' Methods. The hypo thesis is tested using a simple experimental design. Subjects read a p olitical statement that made frequent reference to either blacks or Af rican Americans, and then responded to a battery of questions designed to gauge their reaction to the racial labels. Results. White citizens are found to have more positive evaluations of candidates who support a ''black'' agenda than those who support an ''African American'' one . This effect is most visible among liberals, who appear to be particu larly sensitive to the choice of racial labels. Conclusions. These fin dings apply most directly to African American candidates, who must wei gh the social benefits of the term African American against the potent ial political costs. The results also suggest a need for additional re search that explores the process by which racial labels come to influe nce attitudes.