Soc. 118 Media, Culture & Society Chapter Six: Social Inequality and Media Representation

Overview The Significance of Content Comparing Media Content and the Real World Social Inequality and Media Content Inclusion, Role Portrayal, Control of Production Race Class Gender Sexual Orientation Video Presentations

The Significance of Content Approaches to Studying Content Producers Content reflects intent of producers Audiences Content reflects audience taste and interests Society Content reflects social values and norms Effects Content analysis and influence on audience Independent of Context Content as self-enclosed text

Comparing Media Content to the Real World How does media represent the real world? Gap between reality and representation Researchers study media to make inferences about society How media reflects social reality How media shapes values and norms The most powerful characteristic of media The pervasiveness of white male perspectives

Comparing Media Content to the Real World Representations are not reality Media is inevitably incomplete and narrow Measuring and comparing media with reality Media may not try to reflect reality Media genres of fiction and fantasy Still tell us about the social world Potential social significance Disagreement about whether media should reflect reality Irrelevant issue for many Use of the media for escape

Understanding Social Inequality Stratification leads to discrimination Unequal access to social resources “Minority” groups Unequal treatment The social construction of race The meaning and consequences of racial distinctions Whiteness as the norm “Master status” and stigma The language of social inequality Stereotypes Over-generalizations Racial signifiers Gender marking

Inclusion Minorities are underrepresented in the media Compared with their numbers in general population Representations were very limited until 1960s and 70s More African-Americans but few other groups 1970: 6% of characters on TV; 11% of population 1980: 8%; 12% 1990: 11%; 12% Inclusion has changed dramatically Under-representation is still the norm Latinos: 2007: 6% of characters on TV; 12% of population

Racial Diversity in Prime-Time

Racial Diversity of Characters 1999-2003

Minority Regular Characters by Race/Ethnicity and Sex

Race, Characters and Programs

Role Portrayal Minorities are usually stereotyped Case Studies: Race Overly-simplified, distorted image of a group Case Studies: Race Traditional Racism Early images blatantly racist History of White-produced stereotyped images Minstrel shows and “blackface” Trend toward new roles for minorities Influence of civil rights movement Examples: Discrimination-themed movies 1960s “Blacksploitation” films of 1970s Idealized Native Americans in 1990s Challenges by media watchdog organizations Fighting stereotypes

Asian Stereotypes and Stereotype-Busters

“Picturing Oriental Girls” Video Presentation: “Picturing Oriental Girls”

Role Portrayal: Modern Racism Hostility, rejection and denial Toward activities, aspirations and achievements of minorities More subtle, but still powerful Stereotypes reinforced at levels below conscious awareness Unintentional messages conveyed through media New villains and political correctness (CNN clip: “The Siege”) Exclusion and inclusion as racist Focus on bizarre, unusual, or pathological elements of minority communities (TV news) Norms of production linked to new stereotype of “problem people” Intersection of race and class Images of middle-class Blacks on TV, celebrities, newscasters Contrasted with focus on underclass in the news Suggests that failure to succeed is individual’s fault Since others have achieved American Dream

Race and Occupation

Minorities in the Media The inequality that minorities face in society is reflected in their treatment in the media Media reflects and reinforces inequality The history of minorities in the media Content analysis of messages related to the issue of race Three levels of analysis Inclusion Role portrayal Control of production

Role Portrayal Case Study: Gender More portrayals of men than women Women included but in secondary roles Marginalized Traditional notions of women and femininity (men and masculinity) Different occupational roles Women as sex objects or mother/housewives Stereotypical but changing gender roles “Backlash” against feminism Example of sportscasting and women athletes Differential use of language

Gender by Role Type

Gender and Occupation

Class and the Media Class permeates media content American society depicted in media is more wealthy than in the real world Heavily populated by middle-class professionals Elite professionals vastly over-represented Domestic-based sitcoms 70% feature middle-class families 45% headed by professionals Lifestyle of characters Lots of disposable income Few working-class programs Stereotypes of working-class people

Video Presentation

Control of Production White men historically controlled the media Minorities produce a “culture of resistance” Counterculture that opposes racist stereotypes Example of rap music as ideological critique 2 strategies for gaining control: Develop alternative media More feasible But producers sacrifice reaching larger audience Change mainstream media Women and minorities in more positions of authority and influence Still underrepresented and concentrated in lower levels Change in minority control Bigger share of the market Narrowcasting in programming Minority ownership trends