Perpetration of Stereotypes by Mass Media: A Critical Analysis

This essay delves deeper into the factors that contribute in the perpetration of the stereotypes by mass media and argues for the importance of adopting relevant and practical methods in the myriad advertisements to erase the generation of stereotypes.

Running head: MEDIA
Media
Name of the Student-
Name of the University-
Author Note-

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Introduction
Aiming to understand the various aspects related to mass-media and the perpetration of
certain stereotypes, the essay endeavors to delve deeper into the factors that contribute in the
perpetration of the stereotypes by mass media. The following paragraphs will endeavor to argue
for the fact that it is extremely important for mass media channels to erase the generation of
stereotypes by adopting relevant and practical methods in the myriad advertisements. In order to
justify the proposition, the following paragraphs will endeavor to conjure instances from the
existing literature and views of the other authors. Following a systematic structure, the paper will
also plunge into a discussion of the advertisement techniques that can be adopted to inculcate
progressive ideals for the audience throughout the world.
Discussion
It has to be accepted that the form of mass media is one of the most important forms of
communication that is available for acquiring information by the masses (Klinger & Svensson,
2015). Given the importance as well as the impact of mass-media, it is extremely important for
the agents of mass-media to implement responsible manners of communication. Responsible
practices of advertisements can pave the way for the incorporation of correct and progressive
future practices.
Studies are emblematic of the fact that the prevalent form of advertisements are a major
form of communication and information that can reach to many people (Wojdynski & Golan,
2016). Given the scenario, it is also seen that advertisements often tend to perpetrate the
prevalent prejudices and stereotypes. It is observed that certain forms of advertisements tend to
present only a certain section of society, following a specific pattern with respect to other

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communities. It is also seen that mass media and advertisements also engage in projecting
particular races in a specific manner.
A closer look at these factors and prevalent trends will unearth the notion that presenting
certain races, ethnic groups in a stereotypical manner paves the way for the implementation of
stereotypes and prejudices. The presentation of only a certain group of people in advertisements
caters to the perpetration of the prejudices. It is observed that only white-skinned women are
presented in the commercials of fairness cosmetics (Woods, 2017). Dark skinned people hardly
find their place in the commercials related to the beauty products. This promotes the stereotype
of white-skinned people as the section of society that deserves to endorse and use the various
cosmetics.
A scrutiny will project that the various advertisements hardly have any room for the
representation of the minorities. Advertisements only serve to represent the ideologies and needs
of the heterosexuals. Mass media advertisements does not strive to include the opinions of the
minorities including various ethnic groups. This perpetrates the stereotype and prejudice related
to the fact that the homosexuals are representative of the minority section.
Recent studies also project the fact that advertisements often exert a considerable
influence upon the conspicuous minds of many. Therefore, it is one of the duties of channels of
mass media to project responsible and effective advertisements that does not fuel the existing
stereotypes. Recent studies also reflect the idea that there is a rampant existence of racial and
ethnic prejudices amongst the various areas of the world (Ramasubramanian, 2015). It is also
observed that renditions of the mass-media in form of advertisements often tend to present a
particular gender in a specific manner in various commercials.

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Recent developments are reflective of the idea that the presentation of women in a
specific or stereotypical manner leads to the generation of the existing stereotypes. For example,
the presentation of women as weak and susceptible beings in commercials related to the men’s
products can lead to the belief that women are weaker beings, in perpetual need for help and
attention. Furthermore, it is seen that the stereotypical representation of women in the
advertisements paves the way for the various crimes against women. A closer look at the
prevalent examples of the advertisements will express that the representation of female
stereotypes have not changed throughout the decade. The presentation of women as cooks in
print as well as visual media leads to the widespread acceptance of the idea of the subjugated
position of women in the households (Shaikh, Bughio & Kadri, 2015).
Gender stereotypes in the mass media is a prevalent issue that needs to be addressed
within due course of time. Gramsci’s theories focus on the notion of cultural hegemony that is
manifested through the Church and Mass media (Maisuria, 2016). The societal hegemony of
superiority of men is exemplified in the channels of mass media. While women are relegated to
the role of advertising apparently vain items such as cosmetics, men are portrayed as the
advertisers of cars and other luxuries. Further, the emphasis of mass media commercials upon the
body of the women as opposed to the face of the man leads to the emphasis upon sexualizing the
body of women to advertise the various products.
Mass media and advertisements also focus on the aspect of the representation of specific
race in a stereotypical manner. It is observed that the racial representations of the suburban and
rural African kids follow a specific and stereotypical manner. Mass media follows the notion of
presenting the kids as most deprived sections of society who are in need of help. A closer

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scrutiny will project that the race of the black-skinned people are often represented as victims
who are inferior to the white supremacist ideologies.
Furthermore, the comic portraiture of the Black community in print, online or visual
media leads to the perpetration of the idea that the Blacks are subjects of mockery (Morwe,
2014). A look at the recent news article will project that Serena Williams had been presented as
an ‘Angry Black Woman’ for voicing her anger and opinions (BBC News, 2018). This is
reflective of the fact that the Black community is often stereotyped for exhibiting hostility. In
addition to this, it can also be seen that the presentation of the above-mentioned race is often
accompanied by the notions of stereotypes that is related to the theme of colors.
Recent information from news article reveals that Dove had presented a commercial
where a Black woman had removed her brown shirt to reveal the white-skinned woman
(Maheswari, 2017). This leads to the perpetration of the belief that the ultimate and final desire
of a black woman is to achieve the beauty notions and standards set by the white supremacist
ideologies.
Followed by the above-mentioned happening, it can be mentioned that mass media plays
an active part in fuelling the stereotypes by presenting the class of LGBTQ community. Recent
studies are emblematic of the idea that mass media has adopted a negative stance in portraying
this community. The heterocentric attitude and temperament exhibited by the mass media and the
surrounding world has led to the perpetuation of the prejudices. Mass media has catered to
portray objectionable images that contributes in the incorrect portrayal and their relegation to the
category of minorities.

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The inherently incorrect portrayal of gays as well as lesbians as sissies and the
representation of lesbians as drag queens have served to fuel the existing and incorrect notions
related to the community (Dhoest, 2016). In addition to this, the various forms of mass media has
played the role of generalizing about the temperaments, thoughts and preferences of the members
belonging to the LGBTQ community. These negative generalizations and stereotypes caters the
purpose of furthering the existing prejudices that are embedded in the various societal practices.
In order to inculcate the practices of responsible portrayal of various classes, races or
gender, it is essential for mass media to adopt practices that does not fuel the existing
stereotypes. Mass media channels can explore the strategy of equal representation of fair as well
as dark skinned women in commercials related to cosmetics. This will enhance the enactment of
the progressive practices, which in turn, can help in the erasure of the cases and perpetration of
stereotypes related to the color of the skin. Further, it can also be said that the inculcation of the
aspect of the equal representation of each community in the advertisements. The representation
of the LGBTQ community should follow a normalized manner that does not present or
accentuate the cases of generalizations in society.
It can also be said that in various advertisements and commercials, the representation of
women should follow a non-stereotypical manner where the focus should be laid upon the non-
sexualized representation of women. Further, mass media should focus on the corrective and
progressive measures of the representation of women as discharging certain challenging as well
as progressive roles other than cooking for the household.
The theory related to the political economy of communication can be associated in terms
of the dual functions of mass media. Media plays a crucial role in the political and public aspects
(Esser & Strömbäck, 2014). The political economy of communication focuses on the idea that

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communication channels such as mass media should emphasize on the democratic means.
Therefore, it can be mentioned that any kind of perpetration of stereotypes by the mass media
channels can impede the implementation and realization of the political democracy (Martin,
2015). The relational aspects between the political economy and communication can be
associated to the media and the generation of stereotypes. Recent studies are emblematic of the
idea that communication also encompasses the notion of culture and identity. As the phrase
depicts. ‘political economy’ refers to the manner in which the societal power relations are
exercised in the aspect of production, distribution as well as the use of resources (Gilpin, 2016).
In the context of communication, it can be mentioned that the application of ‘political economy’
can be traced in the areas related to power relations in mass media. Scholars such as McChesney
discuss about the idea that academic form of communication and the public role of mass media
(Napoli & Friedland, 2016). It has to be accepted that the public role of mass media also
encompasses the concept of responsible use of power to portray positive and progressive ideas.
However, mass media is one of the means of the perpetration of racial, gender and ethnic
stereotypes. Due to the rampant stereotypes that are perpetuated by print and online media, it is
extremely important to make judicious use of power related to public communication.
The political economy of communications also include the notion of the production as
well as the consumption of mass media in a capitalist context. This theory considers media as a
commodity that delivers meaning to the public. In the context of the contribution of mass media
in the generation of racial or gender stereotypes, it can be said that the media should follow a
democratic means of delivering correct ides to the public.
A closer look at the power relations and the political economy in communication will
project that mass media forms an integral part in influencing the communication processes of the

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public. A Marxist criticism of the theory will project the manner in which capitalism can impact
the functioning of the mass media channels. The political economy of communication is also
shaped by the social relations. In the context of perpetrating stereotypes, mass media channels
are seen to play an active role. According to the Marxian theory, the social and class divisions in
society, is the result of the segregation of labor, which in turn is reflective of the advertisements
and presentations in mass media. The stereotypical advertisements related to the presentation of
certain races leads to the division between ‘inferior’ and ‘superior’. Thus, it can be mentioned
that the aspect of mass media’s contribution in the perpetuation of stereotypes can be read in
terms of the theory of political economy of communication.
Conclusion
After analyzing the above-discussed ideas, it can be concluded that mass media often
indulge in perpetuating the prevalent stereotypes and prejudices. It can also be concluded that the
perpetration of stereotypes can be eradicated by the recognition and adoption of corrective and
progressive measures. It can also be concluded that mass media channels needs to recognize the
importance of erasing the prevalent stereotypes.

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References
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https://www.bbc.com/news/world-us-canada-45476500
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