Racial stereotypes flood today’s mass media. Researchers investigate these stereotypes’ prevalence, from news to entertainment. Black and Latino stereotypes draw particular concern, especially because they misrepresent these racial groups. From both psychological and sociological perspectives, these misrepresentations can influence how people view their racial group as well as other groups. Furthermore, a racial group’s lack of representation can also reduce the group’s visibility to the general public. Such is the case for Native Americans and Asian Americans.
Given mass media’s widespread distribution of black and Latino stereotypes, most research on mediated racial portrayals focuses on these two groups. For instance, while black actors and actresses appear often in prime-time televisions shows, black women appear more often in situational comedies than any other genre. Also, when compared to white actors and actresses, television casts blacks in villainous or despicable roles at a higher rate. In advertising, black women often display Eurocentric features, like straight hair. On the other hand, black men are cast as unemployed, athletic, or entertainers. In sports entertainment, journalists emphasize white athletes’ intelligence and black athletes’ athleticism. In music videos, black men appear threatening and sport dark skin tones. These music videos also sexualize black women and tend to emphasize those with light skin tones. News media overrepresent black criminality and exaggerate the notion that blacks belong to the undeserving poor class. Video games tend to portray black characters as either violent outlaws or athletic.
While mass media misrepresent the black population, it tends to both misrepresent and underrepresent the Latino population. When represented in entertainment media, Latinos assume hypersexualized roles and low-occupation jobs. Both news and entertainment media overrepresent Latino criminality. News outlets also overly associate Latino immigration with crime and relate Latino immigration to economic threat. Video games rarely portray Latino characters.
Creators may create stereotypic content or fail to fairly represent racial and ethnic groups for a few reasons. First, the ethnic blame discourse in the United States may influence creators’ conscious and unconscious decision-making processes. This discourse contends that the ethnic and racial minorities are responsible for their own problems. Second, since stereotypes appeal to and are easily processed by large general audiences, the misrepresentation of racial and ethnic groups facilitates revenue generation. This article largely discusses media representations of blacks and Latinos and explains the implications of such portrayals.
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