A longitudinal panel survey of 396 White and Black preadolescent boys and girls was conducted to assess the long-term effects of television consumption on global self-esteem. The results revealed television exposure, after controlling for age, body satisfaction, and baseline self-esteem, was significantly related to children’s self-esteem. Specifically, television exposure predicted a decrease in self-esteem for White and Black girls and Black boys, and an increase in self-esteem among White boys. The findings are discussed in terms of cultivation theory and social identity theory.

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