Media Stereotyping | Introduction

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Media Stereotyping - Introduction

Media stereotypes are inevitable, especially in the advertising, entertainment and news industries, which need as wide an audience as possible to quickly understand information. Stereotypes act like codes that give audiences a quick, common understanding of a person or group of people—usually relating to their class, ethnicity or race, gender, sexual orientation, social role or occupation.

But stereotypes can be problematic. They can:

reduce a wide range of differences in people to simplistic categorizations
transform assumptions about particular groups of people into "realities"
be used to justify the position of those in power
perpetuate social prejudice and inequality

More often than not, the groups being stereotyped have little to say about how they are represented.

This section comments on common media stereotypes and examines some of the root causes of stereotypical portrayals, including lack of diversity behind the scenes in newsrooms and film studios. The section explores the impact of stereotyping on self-image and the development of attitudes among the young, and it showcases efforts to counter stereotyping with alternative programming. It also outlines diversity guidelines for the broadcasting industry, as well as government policies to promote fair and equitable portrayals in Canadian media.

For further information and research, each of the sub-topic sections below also offers a continually updated selection of pertinent articles, reports, surveys, statistics, and Web sites.

HOW THE MEDIA PORTRAY:

Visible Minorities

This section examines common stereotypes of visible minorities in news and entertainment media, explores the barriers and obstacles encountered by minorities ‘behind the scenes’, and provides a glimpse into visible minority media production. Canadian media diversity policies are outlined and potential next steps for balanced and more realistic media portrayals of visible minorities are identified.

Aboriginal People

This section examines media attitudes to First Nations, Inuit and Native American peoples – from early films and television to today's coverage and portrayals. Essays include an analysis of media portrayals of missing and murdered aboriginal women and an exploration of the impact of stereotyping on young people. The development of Aboriginal broadcasting in Canada is also examined.

Girls and Women

This section explores female stereotypes in entertainment and news media, including onscreen portrayals of women, their effect on cultural ideas of beauty, and how these stereotypes influence the social development of young women. The section also examines the economic interests that drive media attitudes towards women.

Men and Masculinity

This section examines common stereotypes of masculinity on TV, in men's magazines, and in advertising and sports media. It discusses society's definitions of male roles and attributes, and the effect that media portrayals have on men's (and young people's) notions of what masculinity means.

Queer People

This section examines how media produces and legitimizes or delegitimizes queer sexualities, as well as how queer media differs from its heterosexual counterpart. Common portrayals of LGBTQ in film, television, other media and advertising are explored, as well as strategies for engaging with queerness in media.

Whiteness and White Privilege

This section explores the social norms and expectations associated with being white—including the media's tendency to accord respect and authority to white people, especially from the middle and upper classes. Onscreen and behind the scenes, white privilege (along with male privilege, and "straight" privilege) fosters a climate of systemic discrimination that tends to exclude many diverse views from the media.

Persons with Disabilities

This section examines common stereotypes of persons with disabilities in mass media and the news. It discusses concerns about media representation of disability, including lack of participation, as well as looks at solutions to better represent persons with disabilities.

Religion

This section explores the most common media stereotypes faced by Canada’s most visibly represented religious communities. It also discusses what these communities can do to positively change potentially negative media images.