Connotations of color names among Negroes and Causasians : a replication and an extension

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Richard Dennis Tucker (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site:
Frances Dunham

Abstract: The primary purpose of this study was to replicate the work of Williams (1964) to determine if the connotation of color names, particularly Black and White, had changed since 1964 among Negro and Caucasian college students. The predicted changes in White-Black color connotation for the Negro subjects were hypothesized as being related to the black separatist movement and its reinforcement of subcultural conditioning toward racial awareness. Semantic differential rating scales on three factors (Evaluation, Activity, and Potency) for five "race-related" and five control colors were administered in a non-racial context to 208 Negro college students and compared with new data already collected on a population of 99 Caucasian college students. Data related to Ideological Commitment to Black Separatism also were collected from the Negro Ss and were compared with the color meaning scale values.

Additional Information

Language: English
Date: 1969
Symbolism of colors
Color $x Psychological aspects
Black nationalism

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