How does the mass media reinforce sterotypes? Essay

Stereotyping is a mental activity that is neither natural or necessary b bely, due(p) to laziness, upbringing or coincidental experiences (Lester, 1996, p.1), the stereotyping of individuals results in harmful generalisations that ultimately decline an individuals unique contribution to humanity (Lester, 1996, p.1). When the mass media make in stereotyping, mislead representations concerning members from diverse cultural groups be confirmed. In this essay, a broad range of texts will be used toexamine the slip flair in which the mass media construct and reinforce complaisant stereotypes around gender, ethnicity and senesce, as well as how the media shape ones imagination though direct im whiles.It cannot be doubted that the media profoundly influence peoples attitudes and outlooks. They learn a whole variety of data which individuals would not otherwise acquire. Newspapers, books, tv, radio, films, save music and popular magazines (Giddens, 1989, p.79) bring individual s into close contact with experiences of which we would otherwise take for little awareness (Giddens, 1989, p.79). There are very few societies, in current times, even among the more traditional cultures, which remain completely full by the mass media. Electronic communication is accessible even to those who are completely illiterate, or in isolated areas of the world. harmonise to Juredini and Poole, gender ordinarily refers to the behavioural and attitudinal characteristics as well as purposes that are learned and derived from a peculiar(a) cultural milieu (2000, p.171). An important source of gender information in a consumer society is television. Despite about notable exceptions, for prototype Sesame Street, just about television shows continue to portray males and females in stereotypical gender roles (Sigorelli, 1990, citied in Newman, 2000, p. 136). In a recent analyze of television programs, male characters are more likely than female characters to acquire leadersh ip roles and achieve them, as well as being depicted as inquisitive.In addition, they are more likely to be represent in a recognisableoccupation, demonstrating to audiences that males are more career orientated and dedicated to work, and emphasising stereotypes that they are the traditional bread winners of the househ grey-haired. Alternatively, females are cast into the role of the caregiver (Thompson and Zerbinos, 1995, cited in Newman, 2000, p. 136). Despite the fact that women make up a majority of the population, most prime time characters ontelevision are male (Smith, 1997, cited in Newman, 2000, p. 136), and are still pictured as in good order and dimensionnal. Women express emotions more easily and are more likely to be flirtatious in order to get their own way.Similarly, in imprint advertising, women were seen to be in the home, being dependent upon men, and not making self-governing and important decisions (Creedon, 1989, p. 249), and are often viewed by themselves and by others as energize objects. In addition, the symbols involved in advertising often piddle a more profound influence on social behaviour than the utter messages the advertising wishes to put forward. Thus, gender divisions are often symbolised in what goes on in the setting or the cover songground of a commercial-grade(Giddens, 1989, p. 446), rather than what it is explicitly selling. In many advertisements, men appear mentally and physically alert, while women are shown gazing into the distance in a dreamy way (Goffman, 1979, cited in Giddens, 1989, p.446).A central gender concern is that advertising is a shorthand form of communication (Creedon, 1989, p. 249) that must make contact with the consumer immediately, in order to establish a shared experience or identification, and is most popularly undertaken through stereotypical imagery. In turn, these images form the cores of ones personal tradition, the defenses of ones agency in society (Creedon, 1989,p. 249), thus r einforcing the social stereotype.Children also receive gender lessons. Understandably, most research about theinfluence of television and the media has concerned children, given(p) the sheer volume of their covering and the possible implications for socialisation (Giddens, 1989, p. 444). In their literary pursuits, books have the capabilities to teach children what other children do in their culture and what is evaluate of them. In a study undertaken in America analysing preschool books, boys played a more significant role in the stories by a ratio of 11 to 1 (cited in Newman, 2000, p. 135). Together, boys were visualised in adventurous roles or undertook activities that required independence and strength, whereas girls were likely to be confined to indoor activities and portrayed as passive and dependent (Newman, 2000, p.135).Similarly, the mass media construct and reinforce social stereotypes around ethnicity, particularly through their stereotypical images and portrayal of et hnic groups playacting certain roles in society. Sociological approaches which attach particular importance to racialism emphasise the limitations imposed on ethnic minorities by such abhorrence and discrimination (Haralambos and Holborn, 1995, p.688). The attention isnot placed upon the ethnic minority itself, however on the wider society which is the minority group.Negative stereotypes of African Americans in particular have been latterlyly ingrained in Anglo American cultures since Africans were brought into the country in chains (Lester, 1996, p. 21). The stereotypes served an essential purpose they justified Anglo enslavement of Africans. Today however, the Anglos in America have been influenced by media images frequently seen on television and in newspapers ofAfrican Americans who are violent, criminal, drug-addicted and on welfare (Lester, 1996, p. 21). As in Australia, Aborigines have been given similar treatment, however they have expressed deep concern (Ericksen, 1996, p. 45) about the way they have been represented in the Australian media. through with(predicate) this, there has been considerably more cardinal presence in prime time television, particularly with programs outlining Aboriginal issues suchas minatory Out. Despite such advancements, regular direct and indirect means of associating Aboriginal persons with criminality, irrational destructiveness and disorder frequently occurs in todays media. Through words such as riot (Ericksen, 1996, p. 46) in Aboriginal headlines and worrisome footage on television, audiences are influenced into constructing ethnic stereotypes of allpersons belonging to that culture or group.Corresponding with gender and ethnicity, the media construct and reinforce social stereotypes around age. According to Golman (cited in Lester, 1996, p.113), all too many television commercials fall back on stereotypes, showing the aged as feeble, foolish or inept, extremely their time aimlessly in rocking chairs. Because s eniors are a large and increasingly affluent market, one destined to grow larger as the mid-fifties baby boomers mature (Lester, 1996, p.114), advertisers should be sensitive to this group. If no sensitivity is used, some seniors may take out their anger and frustration towards images and advertising by ignoring or actively boycotting the product.The mass media reinforce images of the aged through stereotyping, which unavoidably engender fear among the elderly, labelling them as sick or too old for certain things. In many cases, older men are seen to have power, whereas older women as seen as weak. Such an example can be seen in the instance where an older chairman in an American television commercial was shown preparing to give a speech to hisstockholders in a commercial for Coopers and Lybrand in 1993 (Lester, 2996, p. 90). Being an older woman is not so glamorous and well respected. If an older woman is not portrayed as good-natured grandmother, there is a good chance she will be portrayed as senile.Despite the medias reinforcement of social stereotypes among the aged, awareness could take to heart a better understanding of the elderly in particular. Advertising agencies and advertisers enlist young people to write andprepare commercials. Most recent writers on this subject could conclude that the age of the advertising producers is an important factor (Lester, 1996, p. 116) in creating the stereotypical images of age. Young creators working on senior accounts can be a problem, as they do not have the seniors perspective, thus, engaging typically in stereotyping. Such hurdles can be overcome by consulting the large amount of research readily addressable on seniors, and by focusing on a group be of seniors, which in turn will reinforce alternative views on age and aging.It is also arguable that the media, instead of being seen as a torpid umpire between competing interests and an efficient way of disseminating information, critical theorists argue tha t the media are very much implicated in power relations (Juredini and Poole, 2000, p. 313) in society. The most critical view of the medias operations represents the reading, listening and viewing public as victims of a giant con trick(Juredini and Poole, 2000, p. 313), accept in a truth convenient for the powerful groups who describe and visualise the world around us, thus, reinforcing the social stereotypes.The modern media of communication are similarly central to an individuals life, providing many necessary information function as well as offering possibilities for self-enlightenment and entertainment. The media constructs and reinforces social stereotypes around gender, ethnicity and age around the images that are produced, and by the way they are capable of shaping the individuals attitudes and beliefs. Despite such interpretations, it is the choice of the individual what they solve to consume from the diverse amount of information that is served openly to the public, an d to eliminate misleading representations concerning members from diverse cultural groups.