10.3 Racial and Ethnic Stereotypes in Media
3 min read•august 7, 2024
Media often perpetuates racial and ethnic stereotypes, reinforcing harmful prejudices. From problematic casting practices to subtle , these portrayals can negatively impact marginalized groups' self-esteem and societal perceptions.
matters. Positive, multidimensional portrayals of diverse identities can reduce prejudice and boost self-worth. However, in media industries and continue to hinder progress towards more inclusive and respectful representation.
Stereotypes and Misrepresentation
Racial and Ethnic Stereotyping in Media
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- Racial stereotypes oversimplify and generalize characteristics of a racial group, often in a negative or demeaning way (lazy, criminal, exotic)
- Ethnic stereotypes similarly reduce ethnic groups to a set of oversimplified traits, customs or behaviors (nerdy, cheap, aggressive)
- Stereotypical portrayals in media reinforce prejudices and can influence real-world perceptions and treatment of racial and ethnic groups
- Repeated exposure to stereotypes, even subtle ones, can lead to internalized racism and lowered self-esteem among stereotyped groups
Problematic Casting Practices
- is the practice of including a single (token) minority group member in an otherwise homogeneous cast, often in a stereotypical or minor role
- Tokenism gives the false appearance of diversity without meaningful representation
- Token characters are rarely developed beyond their racial or ethnic identity
- Whitewashing occurs when white actors are cast in roles written as racial or ethnic minorities (Scarlett Johansson in Ghost in the Shell)
- Whitewashing erases minority representation and implies that their stories are not worth telling with authentic casting
- Colorism is discrimination based on skin tone, typically favoring lighter skin even within the same racial group
- Colorism in casting reinforces Eurocentric beauty standards and the notion that lighter skin is more desirable or acceptable
Subtle Racism
Microaggressions and Othering
- Microaggressions are brief, commonplace verbal or behavioral slights that communicate hostile, derogatory or negative attitudes towards stigmatized groups
- Microaggressions are often unintentional but can still be hurtful (asking to touch a black person's hair, complimenting how articulate a minority is)
- Accumulated microaggressions contribute to feelings of alienation, anger and reduced self-esteem for minorities
- is portraying a group as fundamentally different, alien or not belonging to the mainstream
- Othering establishes an "us vs. them" dichotomy that dehumanizes the out-group ( minorities as exotic, primitive, threatening)
- Media depictions that other minority groups reinforce their marginalization in society
Systemic Racism in Media Industries
- Systemic racism refers to policies, practices and norms that create and maintain racial inequities in institutions like the media
- Lack of diversity in executive, creative and decision-making roles results in media that caters predominantly to white audiences and storytellers (over 90% of showrunners are white)
- Systemic barriers (biased hiring, unequal pay, lack of mentorship) make it harder for minorities to break into and advance in media careers
- Entrenched power structures and implicit biases perpetuate the status quo and resist efforts to make media more inclusive and representative
Cultural Issues
Representation and Its Impact
- Representation refers to the ways various groups are portrayed in media, both in characterization and numerical/proportional presence
- Positive, multidimensional representation affirms the humanity and worth of marginalized groups (Coco, Black Panther)
- Humanizing representation can reduce prejudice and boost self-esteem by normalizing and valuing diverse identities
- Lack of representation (invisibility) or stereotypical, demeaning portrayals convey that certain groups are unimportant or inferior
- Negative/limited representation compounds social inequities and feelings of alienation for marginalized groups
- Media representation has real-world impacts on how groups are perceived and treated in society
Cultural Appropriation and Misuse
- Cultural appropriation is adopting elements of a marginalized culture (dress, music, customs) without understanding or respecting their original meaning
- Appropriation is especially problematic when the dominant group borrows from cultures they have oppressed (sports teams with Native American mascots)
- Appropriating practices that are sacred or culturally significant is disrespectful and erodes their meaning (fashion borrowing from Native American regalia)
- Cultural appropriation in media divorces cultural elements from their context and treats them as aesthetic props or stereotypical signifiers
- Media misrepresentations of marginalized cultures spread misinformation and disrespect for cultural traditions, often in pursuit of profit (Orientalism in Hollywood films)
Key Terms to Review (22)
Backlash: Backlash refers to a strong negative reaction against something, often in response to perceived threats or challenges. In the context of racial and ethnic stereotypes in media, backlash can emerge when audiences or communities react against portrayals they find offensive or damaging, leading to protests, calls for accountability, or shifts in representation within the media landscape.
Content analysis: Content analysis is a systematic research method used to interpret and quantify the content of various forms of media by categorizing and analyzing the themes, messages, and patterns within them. This technique allows researchers to draw meaningful conclusions about media effects, representation, and audience perception, connecting deeply with media's role in society.
Counter-narratives: Counter-narratives are alternative stories or viewpoints that challenge and seek to dismantle dominant narratives, particularly those that perpetuate stereotypes or misrepresentations of certain racial and ethnic groups. They serve to provide a more nuanced understanding of identities and experiences, often highlighting the complexity and diversity within marginalized communities. By presenting these alternative perspectives, counter-narratives aim to disrupt harmful stereotypes and promote a more inclusive representation in media.
Criminal stereotypes: Criminal stereotypes are oversimplified and generalized perceptions about individuals or groups that associate them with criminal behavior based on their race, ethnicity, or socio-economic status. These stereotypes often manifest in media portrayals, shaping public perception and influencing attitudes towards certain communities, leading to prejudice and discrimination.
Cultivation Theory: Cultivation theory suggests that long-term exposure to media content can shape an individual's perceptions of reality, leading them to adopt views that reflect the repetitive messages presented in media, particularly television. This theory highlights how consistent portrayals in media can influence people's beliefs and attitudes over time, reinforcing societal norms and stereotypes.
Cultural appropriation: Cultural appropriation is the act of taking or using elements from one culture by members of another culture, often without permission or understanding. This concept raises important discussions about power dynamics, respect, and representation, particularly when dominant cultures adopt aspects of marginalized cultures, leading to the commodification and misrepresentation of those cultures.
Diversity Casting: Diversity casting refers to the practice of intentionally selecting actors and actresses from a variety of racial, ethnic, and cultural backgrounds for roles in film, television, and theater productions. This approach aims to reflect the true diversity of society and combat stereotypes by showcasing a wider range of experiences and perspectives, challenging the traditional norms of casting that have often favored a narrow portrayal of characters.
Edward Said: Edward Said was a Palestinian-American literary theorist and cultural critic, best known for his influential work, 'Orientalism.' This concept explores how Western cultures create and perpetuate stereotypes of the East, particularly in literature and art, shaping perceptions that influence attitudes and policies. His ideas have had a profound impact on understanding the dynamics of representation and power in media.
Experimental studies: Experimental studies are a research method used to determine cause-and-effect relationships by manipulating one or more independent variables and observing the effect on a dependent variable. This method allows researchers to control for extraneous factors, thereby establishing stronger conclusions about how specific variables influence outcomes. In understanding media effects, experimental studies provide valuable insights into behaviors and perceptions related to exposure to different media content.
Film: Film is a medium that uses a sequence of still images projected at a high speed to create the illusion of movement, telling stories or conveying messages. It encompasses a wide range of genres and styles, influencing and reflecting cultural values, societal issues, and emotional experiences. Through visual and auditory elements, film affects audiences' perceptions, attitudes, and behaviors, making it a vital area of study in understanding media effects.
Framing: Framing refers to the way information and events are presented to shape audience perception and understanding. It emphasizes certain aspects of an issue while downplaying others, influencing how people interpret and respond to the information being conveyed.
George Gerbner: George Gerbner was a prominent communication scholar best known for developing the Cultivation Theory, which explores how long-term exposure to media content shapes perceptions and beliefs about reality. His work emphasizes the effects of television on public perception, particularly regarding violence and social stereotypes, making significant contributions to understanding media effects.
Microaggressions: Microaggressions are subtle, often unintentional, comments or behaviors that convey negative or prejudiced messages towards marginalized groups. These small acts can accumulate over time, leading to a hostile environment for individuals who are targeted, and they often reflect broader societal stereotypes and biases.
Model minority myth: The 'model minority' myth refers to the stereotype that certain racial or ethnic groups, particularly Asian Americans, are more successful than others due to their hard work, intelligence, and adherence to traditional values. This stereotype oversimplifies the diverse experiences of individuals within these groups and ignores the systemic barriers they may face, leading to misconceptions about their struggles and reinforcing racial hierarchies.
Othering: Othering is a social and psychological process through which individuals or groups are marked as different or inferior, often resulting in the exclusion or marginalization of those deemed 'the other.' This term plays a significant role in understanding how media representations can perpetuate stereotypes, particularly concerning racial and ethnic identities, by creating a divide between 'us' and 'them'.
Racial microaggressions: Racial microaggressions are subtle, often unintentional, comments or behaviors that express a negative attitude towards a marginalized racial or ethnic group. These microaggressions can manifest in everyday interactions, reinforcing stereotypes and perpetuating systemic discrimination. They often go unnoticed by the perpetrator but can have significant psychological impacts on the individuals who experience them, contributing to feelings of alienation and invalidation.
Representation: Representation refers to the way in which media portrays various groups, ideas, and identities, often influencing public perception and understanding. This concept is vital because it shapes societal beliefs and attitudes towards different races, ethnicities, and cultures. Effective representation can challenge stereotypes, while poor representation can perpetuate harmful images and ideas.
Social Cognitive Theory: Social cognitive theory is a psychological framework that emphasizes the role of observational learning, imitation, and modeling in the development of behaviors and attitudes. This theory suggests that individuals learn not just through direct experience but also by observing others, particularly in media contexts, where they can see modeled behaviors and their consequences. It connects to understanding how media influences behaviors, beliefs, and social norms.
Stereotype threat: Stereotype threat is the risk of confirming negative stereotypes about one's social group, which can lead to decreased performance and self-doubt. This psychological phenomenon often occurs in settings where individuals are aware of the stereotypes associated with their group, impacting their behavior and outcomes. It highlights how societal expectations can influence individual performance, particularly in academic and professional contexts.
Systemic racism: Systemic racism refers to the ingrained policies and practices within institutions that create and perpetuate racial inequality and disadvantage. It operates at multiple levels, affecting areas like education, criminal justice, housing, and employment, often without the need for overtly racist intentions. This term highlights how societal structures maintain disparities that favor one racial group over others.
Television: Television is a medium for transmitting moving images and sound for entertainment, information, and education, significantly influencing culture and society. It plays a pivotal role in shaping public perceptions and attitudes, particularly concerning race and ethnicity, while also contributing to long-term societal beliefs through repeated exposure to certain narratives.
Tokenism: Tokenism refers to the practice of making a symbolic effort to be inclusive, often by including a minimal number of people from underrepresented groups, to give the appearance of equality while failing to make meaningful change. This concept is particularly significant in media, where it highlights how diversity may be superficially represented without addressing deeper systemic issues related to race and ethnicity.