Media / Society 4Th Edition Chapter 6

Front 1

Main question: “how do media representations of the social World compare to the external ‘real’ world?”

Back 1

The creators of media content have often reproduced the inequalities that exist in society based on race, class, gender and sexual orientation.

Front 2

What are the 5 ways in which researchers can assess the significance of media content? – involves linking media content to:

Back 2

1) Producers – the intent of the programme writers and producers
2) Audience interests – the preference of what the audience wishes to watch/read
3) Society in general – the interests of society, including norms and values
4) Audience effect – the influence of the media on the audience
5) Examining content independent of context

Front 3

Who regonizes tht race is a socially constructed concept?

Back 3

Sociologists and Anthropologists.

Front 4

What are the 3 crucial issues when considering how racial differences have been portrayed in the media?

Back 4

1) The issue of inclusion (include specific images)
2) The issue of the nature of media roles (how producers portray members of racial minorities)
3) The issue of the control of production

Front 5

What is the economic reason for the development of the inclusion of minorities?

Back 5

Growing racial diversity in the population as a whole means that people of color make up larger segments of the market than in the past.
– many advertisers have become interested in reaching this growing minority market.

Front 6

What are the early images of race?

Back 6

Racist stereotypes were peppered throughout the popular culture – blacks were either portrayed as slaves, or as clownish buffoons.

Front 7

What is traditional racism?

Back 7

Involves open bigotry/racism usually based on
beliefs about the biological inferiority of blacks.

Front 8

What is modern racism?

Back 8

A “compound of hostility, rejection and denial on the part of whites toward the activities and aspirations of black people”.
- much more complex, as it avoids old-fashioned racist images, and as a result “stereotypes are more subtle, and stereotyped thinking is reinforced at levels likely to remain below conscious wareness”
(Entman).

Front 9

How did African Americans and other minorities have responded on the 'white man' controll in the mass media?

Back 9

They created a culture of resistance.

Front 10

What are the two strategies how people of color, women, etc. respond to the 'wealthy, white controll'?

Back 10

1) Developing alternative media
2) Changing mainstream media from within (having access to major financial resources that allow a roduct to reach millions of people)

Front 11

What are the different approaches to reach the right audience by advertisers (2)?

Back 11

1) Creating media content that is clearly aimed at more affluent households.

2) Making it difficult for poor people to buy their product (e.g. limiting the distribution of a newspaper in a particular region)

Front 12

What are the results of such gross misrepresentation of class and race?

Back 12

It can easily contribute to misperceptions (Fehlannahmen) on the part of the public.

-prejudices -> 'lazy blacks'