The first detailed study of Black America finds diversity, optimism, respect for elders, and wariness of racism and American institutions. What does Black America trust? Black media.

FROM STAFF REPORTS

In Black America, there are “Broadcast Blacks”, mostly optimistic older females who are heavy users of TV and radio, especially gospel radio. There are “Black Onliners”, brand-conscious young working males trying to navigate between Black culture at home and White culture at work and who spend hours on the Internet.

There are “Connected Black Teens”, mostly from single-parent households, who are highly social and live for today, but are optimistic about their future. There are the “Faith Fulfills”, mostly middle-aged women who trust God, have lower stress levels, and spend time as volunteers.

There is the “New Middle Class”—relatively wealthy, highly educated, Black (not African American) and proud, who believe the Black community’s problems can best be solved by Blacks. There are the “Sick and Stressed”, over 35, stressed about money and health, without health insurance, and pessimistic about their futures.

Black America is also “Digital Networkers” (high schoolers and college students, heavy users of MySpace and Facebook), “Stretched Black Straddlers” (ages 18-34, stressed trying to meet demands of home and work), “Family Strugglers” (mostly females struggling financially while raising children), “Black Is Better”(hard-working, optimistic, fun-loving, focused on Black culture), and “Boomer Blacks” (the oldest segment, comfortable with electronic gadgets and wireless Internet access).

Detailed snapshot
So says a newly released survey commissioned by Radio One Inc., one of the nation’s largest radio broadcasting companies. Radio One primarily targets African American and urban listeners. The company owns or operates 54 radio stations located in 17 urban markets in the United States. Radio One also owns Giant Magazine, satellite network TV One, the “Tom Joyner Morning Show” and BlackAmericaWeb.com.

The study provides the first and most detailed snapshot of African American life in the United States. Yankelovich, a North Carolina-based research firm, surveyed 3,400 African Americans between 13 and 74 years old for the study.

Alfred C. Liggins, CEO and president of Radio One, said the Black America Today study was commissioned to learn more about what Black Americans are thinking about all aspects of their lives. “We wanted to know in detail who we are, what we want and where we are going,” Liggins said.

“While people are less inclined these days to think that all Blacks are the same, they really do not understand the diversity within the African American community,” said Catherine Hughes, founder and chairperson of the board at Radio One.

Majority are parents
The average household of those surveyed has three people in it, half of whom live in a single family home, one-third in apartments, one-third in the suburbs and half in cities. Among 29 to 74 year-olds, one-third are married, 61 percent of Black Americans are parents, five percent of 13 to 17 year-olds are parents, and half of all parents are single parents.

From an educational and economic standpoint, 34 percent of those surveyed who are 18 or older have some college or a two-year degree, 21 percent have a bachelor’s degree or higher, 40 percent have an annual income under $25,000 (20 percent of whom are retired), and one-third more than $50,000.

Discrimination remains a very real part of Black life in America. While 24 percent said they had been personally discriminated against in the past three months of the survey’s release, 82 percent said they believe it is “important for parents to prepare their children for prejudice.”

Sixty-seven percent overall said they believe the history of slavery is a key way in which Blacks are different from other groups, but one-third also say that too much emphasis is put on the oppression of Blacks.

No more ‘digital divide’
The study also shows the digital divide has faded. Sixty-eight percent of those surveyed are online (compared to 71 percent of all Americans), and two-thirds of them shop online. Among Black teens, more than 90 percent are online. Blacks who live in the South are least likely to be online (63 percent).

According to a segment of the study called Connected Black Teens, 25 percent are saving to start a business. Among a category referred to as Digital Networkers, the majority of whom are in their 20s, 45 percent are already saving for retirement.

Optimistic despite obstacles
Two Black Floridians mirror Black America’s general optimism.

“I believe everything is possible as long as I am willing to put in the time and the effort that it demands,” said Juniace Senecharles, an Exceptional Student Education (ESE) teacher in Naples. “I am a 41-year-old working on my doctoral degree. Yes, I am where I need to be in life.”

Senecharles started the first Black beauty school in Naples and has opened a beauty salon there. Her desire to help children, especially those with learning disabilities, led her to become a full-time schoolteacher.

“Presently I am ESE-certified with an ESOL (English to Speakers of Other Languages) endorsement. I am K-12 French certified. I have a master of science with a reading degree. I am working toward a doctorate in teachers’ leadership. I can also do ‘some serious hair.’ I will survive even if I have to do three jobs—just like I am doing at this moment.’’

Goal – independence
Lori Martin, a financial services representative in Miami, said she began saving for retirement when she started teaching 10 years ago while in her 20s. She now owns LMD Group Incorporated, which specializes in mortgages, taxes and financial planning.

“Financial independence is important in order to enjoy life and your family and not take things so seriously. There has to be a balance in life. You realize there is a bigger picture. Financial independence lets you live and be free,” added Martin, a married mother of three who received her bachelor’s degree at Florida A&M University and a master’s from Nova Southeastern University.

Martin said she was raised by a single mother of three children who divorced when she was 6 years old. “ I was told to be a producer and not a consumer. I was taught to be self-sufficient,” she added.

“I’m working my plan I started five years ago, and now I’m adding to the plan because industry market conditions dictate that. I’m optimistic because I refuse to let this get me down. I believe the future will be bright and will be better.’’

Jenise G. Morgan and Starla Vaughns Cherin of the Florida Courier contributed to this report.

• 83 percent of those surveyed have health insurance. A majority (66 percent of women and 52 percent of men) has family doctors, and 40 percent of Blacks who go online search the Internet for health and medical information.

• 83 percent of those surveyed describe themselves as Christian, though only 41 percent go to church at least once a week. Seventy percent of women and 59 percent of men believe that faith in God is more likely to help them recover from a serious illness.

• 72 percent want to learn more about how to invest. Fifty percent believe banks and other financial institutions do not understand their needs, and only 8 percent trust credit card companies.

• 21 percent shop for fun frequently and 19 percent said they have to have what they like even if it costs more than they would like to spend.

• Blacks are wary of many American institutions. They have the highest level of trust in Black media and the education system to treat them and their families fairly (30 percent) compared to 24 percent for the health care system, 12 to 16 percent for police, government, and mainstream media and 8 percent for credit card companies.

• 84 percent of households have cable. Eighty-one percent of those surveyed watch Black TV channels weekly, 87 percent listen to radio in a typical week (only 16 percent listen to satellite radio), 64 percent watch news or news magazines and 50 percent watch court shows (compared to 41 percent for sports and 46 percent for entertainment).

• Blacks are not satisfied with how they are portrayed by the media, even on Black TV channels. Fifty percent who do not relate to the way Blacks are portrayed on most Black TV shows. Only 29 percent agree that the mainstream media portrays Blacks in a positive light.