MASS MEDIA AND STEREOTYPES IN AMERICA

Mass Media and Stereotypes in America

Mass Media and Stereotypes in America

Introduction

Stereotyping is a mental activity that is neither natural or necessary; however, due to laziness, upbringing or coincidental experiences, the stereotyping of individuals results in harmful generalisations that ultimately deny an individual's 'unique contribution to humanity' (Butler, 2006). When the mass media engage in stereotyping, misleading representations concerning members from diverse cultural groups are confirmed (Butler, 2006). In this essay, a broad range of texts will be used to examine the ways in which the mass media construct and reinforce social stereotypes around gender, ethnicity and age, as well as how the media shape one's imagination though direct images.

Mass Media and Stereotypes in America: A Discussion

It cannot be doubted that the media profoundly influence people's attitudes and outlooks. They convey a whole variety of information which individuals would not otherwise acquire. Newspapers, books, television, radio, films, recorded music and popular magazines bring individuals into close contact with experiences of which we 'would otherwise have little awareness' (Butler, 2006). There are very few societies, in current times, even among the more traditional cultures, which remain completely untouched by the mass media. Electronic communication is accessible even to those who are completely illiterate, or in isolated areas of the world.

Gender stereotypes are common beliefs formed in culture about how men and women behave. The appearance of gender stereotypes is a result of the sociohistorical construction of a gender relations model in which gender differences were situated above other individual differences of personality between men and women. Gender stereotypes often contribute to the socialization of gender roles, which are a set of expected behavior patterns or norms for women and men. As sociological theories on stereotypes have shown, stereotypes are used as a form of maintaining social stratification by relegating individuals into negative classifications based on their personal identities. The emphasis on the individual, the influence of hegemonic forces on the individual in relation to group membership, and the resulting inter-group conflict make it plausible to understand how stereotypes facilitate different forms of stratification. In the case of gender stereotypes in the media, this stratification comes in the form of unequal, melodramatic representations of men and women.

According to experts and Poole, gender usually refers to the 'behavioural and attitudinal characteristics' as well as roles that are learned and derived from a 'particular cultural milieu' (Butler, 2006). An important source of gender information in a consumer society is television. Despite some notable exceptions, for example 'Sesame Street', most television shows continue to portray males and females in stereotypical gender roles. In a recent study of television programs, male characters are more likely than female characters to occupy leadership roles and achieve them, as well as being portrayed as inquisitive (Kimmel, 2003). In addition, they are more likely to be portrayed in a recognizable occupation, demonstrating to audiences that males are more career orientated and dedicated to work, and emphasising stereotypes that they are the traditional 'bread winners' (Kimmel, 2003) of ...