Retribalization in the Digital Age: Integration in the “Global Village” Elena Marie Lopez, MSEd. Ph.D. student Dept. of Curriculum & Instruction Baylor University

Media & culture per McLuhan Gutenberg Age Mechanization of writing promotes nationalism Dialect Borders Political uniformity Electronic Age Electronic media ushered in “global village” Retribalization Altered perspective of “others” Collective identity

Crossing borders & cultures

The “global village”: façade or realized?

“It’s Beautiful” Coca Cola®

Reaction on social media

Media & diversity Learn about “others” Roles of media Enlightening, appreciative Derogatory, prejudice Roles of media Gatekeeper – decide (if and) how to present diversity Spin doctor – subtly interprets diversity for audience

Portrayal of minorities in media Minorities on screen 10.5% leading film roles 5.1% leading broadcast television roles 36.3% U.S. population minorities (2010) Racially diverse films & t.v. shows excel in ratings Latinos & African American t.v. characters portrayed as: More immoral More despicable Less intelligent Less articulate (Latinos only)

Final thoughts…

Bibliography Cortes, C.E. (2000). The children are watching: How the media teach about diversity. New York: Teachers College Press. Hillcoat, J. (Director). (2014). It’s beautiful [Television commercial]. Hunt, D., Ramon, A., Price, Z. (2014). 2014 Hollywood diversity report: Making sense of the disconnect. Los Angeles: Ralph J. Bunche Center for African American Studies at UCLA. McLuhan, M. (1962). The Gutenberg galaxy: The making of typographic man. Toronto: University of Toronto Press. Monk-Turner, Heiserman, M., Johnson, C., Cotton, V., & Jackson, M. (2010). The portrayal of racial minorities on prime time television: A replication of the Mastro and Greenberg study a decade later. Studies in Popular Culture, 32(2), 101-113.