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Throughout American history, mass media has been influential in contributing to the myth of Black inferiority. In addition, media content continues to be a major factor in effecting attitudes and behavior amoung African Americans. This presentation will show examples of how media messages utilize sensory cues that reinforce established racial biases. With over forty years experience in advertising, Tom Burrell has built credentials on understanding how African American consumers think, feel and act. Via research from his Howard University Media Messaging Research Fellowship Program and excerpts from mainstream media, Burrell offers examples on how to challenge the myth of Black inferiority.