Stereotypes and media studies

“Stereotype” is another key term. Lippmann (1922) defined a stereotype as a form of perception that imposes ways of seeing. Stereotypes precede reason and thus unavoidably shape the story of the storyteller. Stereotyping is an unavoidable way of life for all humans. Stereotyping is a cognitive process in which complex information is simplified. It is a way to acquire new knowledge. “Stereotypes are ‘mental cookie cutters’—they force a simple pattern upon a complex mass and assign a limited number of characteristics to all members of the group” (Nachbar & Lausé, 1992, p. 236).

Additionally, stereotyping is a social control, a power tool that builds group solidarity and creates an “us versus them” mentality. The dominant group or cultural elite uses stereotypes to dehumanize other cultural groups that differ in values, beliefs, or physical characteristics to maintain its own political power and social control (Lassiter, 1999).

Stereotypes are concerning because the media help citizens make sense of the world around them, especially for depictions of people of different backgrounds. Furthermore, readers, particularly white ones, often form their opinions on race relations based on the media (Domke et al., 2003).

Researchers have consistently found negative, biased news coverage of racial and ethnic minorities.  While some studies point to the “invisibility” of minority communities in the news, others look at the prevalence of stereotypes in the news that are covered.  Additionally, the coverage of ethnic groups demonstrates the manner in which dominant framing of “other” cultural and political groups within national boundaries has been negative and stereotypical (Martindale, 1990; Bagdikian, 1969; Entman, 1992; Dates & Barlow, 1993). For example, media often depict Latino women as domestic workers, sexy temptresses or very obedient.

Similarly, according to Elantawy (2007), women in Arab and Muslim roles have been represented as mysteriously exotic, oppressed, or backward. Many images of Afghan women focus on the burqa, the traditional head to toe cover that shields the women from public view. They are described in stories with words like faceless and shapeless or stifled and restricted. Elantawy’s examination of articles after September 11 found that images feed into the dominating yet distorted stereotype of the victimized and oppressed Muslim woman.

On the other hand, portrayals of Whites are usually positive, playing up traits such as intelligence and material success. However there are some negative stereotypes of white people popularized by the media. Stereotypes of white males often center around finances and politics. For example, in All in the Family, Archie Bunker was a hardworking bigot pitted against his liberal son (Biagi, 2009). They are also portrayed as ruthless and using any means possible to succeed in the corporate world. Other common stereotypes, relayed in comparison to typical black stereotypes, are that white people are not good at sports, dancing, or singing.

According to the Art and Popular Culture Encyclopedia, in many urban comedies, whites are portrayed as exaggeratedly nerdy, tense, rich, vapid, and unstylish suburbanites. The trend is often cited as having been popularized with Eddie Murphy’s experimentation with whiteface in movies such as Coming to America, which itself was based upon earlier comedians, including Richard Pryor.

Another common stereotype is the white trash archetype often found in “you might be a redneck” humor. The stereotype is also in movies such as Gummo and The Heart is Deceitful Above All Things, and in television shows such as My Name is Earl. Mass media stereotypes of white women often focus on appearance and intelligence (Gordon, 2008). Pervasive stereotypes include the dumb blonde, who is attractive, has more fun, and is often promiscuous (Butsch, 1992). Conversely, the ruthless corporate woman is less attractive, successful in the business world, and ill equipped in developing personal relationships.

Race is also a primary factor in stereotypes. In 1999, Gans suggested that there was a strong possibility that the multiracial hierarchy that existed at that time would morph into a bimodal structure with two primary groups, black and non-black. Gans further argued the increasingly voluntary nature of racial identification in the United States might facilitate the eventual adoption of white identity.