Culture Bias in the Media - 1778 Words

Cultural Bias in the Media By Daniel L. Wilson Peru State College Culture Bias in the Media Studying the trends in regards to portrayals of minorities in media, in television and programming in relation to the impact portrayals have on viewers attitudes and beliefs, serves two main purposes: (1) it is important to understand the degree of how minorities are depicted so that changes, if needed, can occur; and (2) there is a need to determine if the portrayals of minorities on television exacerbate racial stereotypes (Mastro, 2000). Devine (1989) contended that the negative perceptions and stereotypes of racial minorities are widely held and culturally embedded intentionally and inadvertently within the American public.†¦show more content†¦6). Feagin and Vera (1995) also contend the media plays a leading role in shaping dominant attitudes and beliefs about minorities, however the media does not see the need to change status quo because many networks are getting steady ratings and making financial profit. Much of what a viewer learns from television is incidental learning. Incidental learning is defined as, learning that takes place when a viewer goes to television for entertainment and stores up certain items of information without seeking them (Lowery DeFleur, 1995, p. 252). Incidental learning suggests, that constant exposures to a specific image of an object can lead to distorted beliefs about the object (Gerbner, 1980, p. 15). Viewers are repeatedly exposed to certain portrayals of an ethnic group, and may develop corresponding beliefs about that group. Taylor and Stern (1997) give the example, if viewers see Asian-Americans playing roles of technicians or mathematicians on television, they may learn to believe that Asian-Americans excel at math. The same hold true with other minorities. If the public is constantly exposed to minorities portrayed in a negative or stereotypical manner, those traits will ultimately be reinforced in the minds of the viewer Ââ€" especially if the viewer does not have anything to negate those images. DeFleur and DeFleur (1967) maintain the impact of assumptions will increase if viewersShow MoreRelatedRace And Punishment : Racial Perceptions Of Crime And Support For Punitive Policies1308 Words   |  6 Pagesreform. She also, is an author of a report called â€Å"Race and Punishment: Racial Perceptions of Crime and Support for Punitive Policies, which is about her study of police shootings disproportionately affecting African American and how media coverage shows racial bias against African American. 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