Michigan State University Extension
Diversity and Pluralism - 02080024
12/95/
ERIC TITLE NUMBER: ED158300 AUTHOR: Rawles, Beth
TITLE: The Media and Its Effect on Black Images.
YEAR PUBLISHED: 1975
NOTE: 46 p.; Not available in hard copy due to marginal
legibility of original document
ABSTRACT: While the media is not directly responsible for
establishing bigoted attitudes and prejudices, movies,
television, radio, and print have reinforced racial
prejudice and perpetuated the negative images and
stereotypes of blacks in this country. Movies as early as
1902 reflect many of the early black stereotypes: the black
male is stupid and lazy, obliging and obedient, or sexually
aggressive and destructive, while the black female is
"mammy," a matriarch, ingenue, seductress, or more
recently, "tough mamma." Racial stereotypes and inequality
in radio and television programing are reflected in the
following: low employment ratio for blacks in these fields,
scanty representation of the black viewpoint, lack of multi
dimensional black characterization, and the absence of
ethnicity in program content. Mainstream newspapers,
magazines, and advertising reflect low press coverage for
blacks; when blacks are included, the tendency is to
reinforce negative stereotypes, particularly in
advertising. In addition, the American standard of beauty
(blue eyed, blonde) and the behavioral role conveyed for
women is detrimental to the black self-image. Attempts at
media reform have included the establishment of a black
press and movie industry, the push for affirmative action,
citizen action groups, and black media ownership. (MAI)
KEY DESCRIPTORS: Commercial-Television; Ethnicity-; Females
; Films-; Males-; Newspapers-; Programing-Broadcast; Racial
Attitudes; Racism-; Radio-; Self-Concept; Sex-Bias; Social
Values; Television-Viewing
KEY DESCRIPTORS: *Bias-; *Black-Influences; *Black
Stereotypes; *Mass-Media; *Racial-Bias; *Sex-Stereotypes
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