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An Exploratory Study of Message Affect Behavior

A Comparison between African Americans and Euro-Americans

Wake Forest University

Mitchell R. Hammer

The American University

This article presents the results of an investigation wherein Rogan and Hammer's language intensity/message affect coding metric was used for evaluating variability in the emotional language of Euro-Americans and African Americans responding to a freeresponse scenario. Overall, the findings from this study indicate that there are significant differences in the level of affect present in messages communicated by African Americans compared with messages communicated by Euro-Americans. Specifically, the EuroAmerican respondents employed significantly greater language intensity and significantly more positive message valence compared with more negatively valenced and neutral language intensity used by African American respondents. These findings provide additional insight into traditional, qualitatively derived assumptions regarding the affective communication patterns of Euro-Americans and African Africans. The results also serve to bolster the applicability and validity of Rogan and Hammer's coding metric.

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