Stereotype fissure: Katz and Braly revisited

The recent switch from "Black" to "African American" symbolizes a transform ation in the conceptualization of Americans of African descent away from ra ce to culture. The tension between these two alternative social representat ions is examined by extending the attribution checklist procedure of Katz a nd Braly (1933) to show that subjects differentiate attributes associated w ith that group depending on the name used. A factorial analysis yielded thr ee consistent (positive, negative, and boisterous) stereotype scales in jux taposition with each other. An analysis of variance pertaining to these sca les confirmed that those subjects using "African American" perceive the gro up more positively than those using "Black". The contradistinction between a racially defined and a culturally defined group characterization, as crys tallized in the competing denominations "Black" and "African American", was further explored in a content analysis.