ABSTRACT
This chapter outlines the critical role that the media played in the maintenance of the race-based society. In the early history of the nation print media had an openly partisan role. As more Americans became literate, the political messages became subtler. This was particularly apparent in the media treatment of the images of Negroes. It catered to the images preferred by whites. This approach was consistent with images that were generated by the culture and the political and economic elites. As it is the case for all regimes, the media's role is to carry the message, not create independent images or alternative messages. Authoritarian and democratic regimes alike define the metanarrative and expect the media to stay on script. The script, which contains the overall core value statements of the regime, also sets the boundaries for presenters. After the message is constructed, the media is charged with delivering and maintaining the message. There are political boundaries but the media is given some presentation flexibility. The media knows what to report, embellish and interpret. Conversely, the media knows what to ignore.
