Racial/Ethnic Stereotypes in the Media
Social prejudices or programmed depictions of groups in a society have long pervaded and shaped social ethos, but it is through this awareness, that cultural humanity is able to dismantle and set aside such associations. In an attempt to understand and determine what social targeting of ad based television may be occurring in present day society, a primetime television show was analyzed for the possible content of stereotypically-aimed ads. For this exercise, a television show depicting the minority group of African Americans was randomly chosen. The show was "Sanford and Son", airing at 7 pm on Monday night, on channel 44. If a discussion of stereotypes in advertising is to create any sort of insight, though, a defined portrait of what the common stereotype is for the African American culture must first be presented as a foundation. Some of the more common depictions of African Americans involve individuals or families with a low income, wherein they are usually purchasing low cost items, have difficulty finding or maintaining a job, or patronize low cost services and agencies. Furthermore, there is usually a strong implication of poor schooling resulting in a diminished intelligence, as well as a predilection towards criminal
It has become apparent then, that instead of using the stereotypical portrayal of African Americans directly, the omission of such a group in lieu of the stereotypically affluent white majority was no better in creating an atmosphere of equality. A cereal commercial had only one African American individual amongst five white people, which somewhat accurately represents the 12. The other commercials at this time seemed to have little implication for African American culture, depicting a white celebrity hosting an awards show, children of different ethnicities using products such as air fresheners or eating cookies, as well a phone commercial with a well known African American celebrity. However, these stereotypes are just that, and presumably the television show would choose to cast such ideas aside, and portray each group in a more enlightened manner. A bread commercial with a white woman talking about grains did little to advance or hinder any group, and an acid reflux commercial seemed to imply that the same disease can affect all people regardless of ethnicity or credo. The commercials during the first break in the program did little to affect one way or another the stereotyping of African Americans. These two commercials seemed to entrench the stereotype of African Americans having economic troubles, as well as a reliance upon a government agency. Only one of six commercials had African Americans portrayed as economically depraved, and only in a circumstantial form. It will be demonstrated, however, that such is not the case, and rather, the majority of program-based advertising in this analysis did little to improve the stereotypical depictions of a minority, if not in fact, increasing them. The second commercial did not depict any African Americans, but continued with the concept of an affordable medical plan using an elderly white woman. The vacation ad, however, was somewhat suspect in itself, in that the family was trying to be economical, and would have easily perpetuated a negative economic stereotype if the family had been African American. 3% African American percentage in total population, but the commercial seemed to falsely assume that the Caucasian population made the remaining portion (Schaeffer, 208). The commercials prior to the start of the show seemed to target an audience with little economic means. It was noted at this time, however, that advertising involving luxury items, such as an expensive new truck, omitted African Americans altogether.
Common topics in this essay:
African Americans,
African American,
Richard Schaefer,
,
Sanford Son,
Disney Land,
african american,
african americans,
african american culture,
commercial african american,
stereotyping african americans,
commercial white,
stereotypical portrayal,
stereotypical behavior,
low cost,
american culture,
involved white,
minority program,
target audience,
|
Acceptance Essays
