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Lind Chapter

LAYING A FOUNDATIONFORSTUDYING RACE, GENDER, AND THE MEDIA REBECCA ANNLIND THE MEDIA MAITER

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101 views11 pages

Lind Chapter

LAYING A FOUNDATIONFORSTUDYING RACE, GENDER, AND THE MEDIA REBECCA ANNLIND THE MEDIA MAITER

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indy
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Sil | LAYING A FOUNDATION FOR STUDYING RACE, GENDER, AND THE MEDIA fg ¢ REBECCA ANN LIND ‘THE MEDIA MATTER Dur is a mediated society: much of what we know about, cre aout, an think i impor lant is bse on wht we sein the moda, The media provides informatio, eterno. escape, and relaxation and eten help us make small alk The media can blp save ves sné—dnforunately—the media can also encourage peopl to enue hurt io eter, Foe cane: ' Linked tothe TY powerhouse American Hol te “Il Gives Back campaign has raised mare tan S135 milion in wo seasons. In 208, he ids supported the Chit | ‘en's Heath Fun, Chiee’s Defense Fund, Mate It Right, Save he Chien. the (Glob Fund, an Malaria No Mere | 1 Lusty you! Youre mai) youl be handsomely rewarded you kelp a sympathetic | sounding famalyrexieve funds ighly du her. You ray know is a seam igh tech means of obaing your bank eecoun ume andor personal nfomatn, i's sil working, wid cin sig thousands of ol, ‘= The AMBER Ale system ses local radio and TV staionsinconunetion with le tonic highway sign orp eseminate information sboat hil abc. 1 Videophons are svig te lives of young heart pallens who Ive in communes ‘without pediatric cadologiss Videophone technology tam information fom ‘lying hospitals to specs. Previously, te information Was Set byt othe specilst—sonetins seven hundred miles away! ‘ANew York City subway clerk was torched and klar some ens coped wha they'd seen in the flim Money Train. Such “copycat evimes” have ocurred fre ‘quenily enough thar they've bez the subject ofan eitode ofthe AWE serie Invesigatve Report. If he wold is shrinking, and ou “illgo”is becoming global, i's because the smsdie—especlally TY—teve teva Wings ever loser ow: The average Amen heashold has the elevsion ston more tae Shou day. When you consider how aver ‘ges ae clcalte, hs mesns hat youn by college student with sof homework 1 2 examen LAG A FEARENTN FOR STINTNGRACE.CXDEE AND THEMEDA snd peta some exacrislc ies, o 9 mention work arf i ‘0d pris one TY om fr soot? bors, then sme other host bas om for 35 lun Now tk ou Yourinoleent wih oes ination Hoy mort une yoo pet in the Casto a your edie fe? (Became you in cole, iach ie un mon Americans) How does tnt compat your ime spent wh TV? itsalot or hang sou lea the classons tt cedinae fo wich vision? Ho ow uur pr day do ou sen wih your parent as eect on ater wo mB PO ‘Ray Petey or with eigius ade? How can te mesa no affctus invme Way? ay ssumpin ndejing mala resaeh hat the med does aes nba er fee ec an ear does ave sine typeof alfecton ws. Difsentypes of colar rans toro the ater of medi fects dere. Soe Senin ty to model aoe atone nual sciences ané uve to maintain cbjecsviy. They often mp an ara survey methodologies ting fox pis ad rarowly defined mei cree oe bow oops’ opinions change 2 result of meta exposse ow peop eeSucom or enero about te word in pene reaflected y wat hey sed ree ope behave more gressively afer xing expsedo violent mela conn). “Chua scarce onthe her hand eect a ony de esi of main ‘wining on cbjptvevalue-aatelpoxton bat alo te very possibilty of seaming CT Ronan Sigs hye, we caret isan cues em social wrk sey byinmening oueves inspec we undead hem Asbjnsiv i ‘setont us ot jt sed bt reed aro the medi let te word in wich PO esto fundamen fleet asmpns fom thee hed by mos ssi i> ‘Tear moda cotencotet ht pial prea init rage of wpm, Sea tanpes Umer eda elp rani a sais qo inhi ean groups ae a vcuanely have acceso power and pvilee wears do aot Because Ue Bae Glrconcateaeur scholar sar olen dies fom te pos by social are ase elas end peter quliatve metofooges uc as htral oe aera news and eograpieectaigs In aio, ciate scolar extend Ty Reet wi tit reseac onto imate goal of waking the word er Mie Ire comet the way in which or sce srt focton Wo oppress cain rope ten we con todo sreting to make hings more euiale, “Fs Took conti work by oth voll sents and critaeutvalscola, a though tbe ler proup dominates. AS you explore the redigs. sei you can senfy “TR ponpeene seems to be guiding the authors and how it ats the question asked dhe way the asers are sought RACE AND GENDER MATTER “Lite tor ot, we do tsi propeon the basis of aceletniity and genet. Our PP” tions of curs and eer Tenis color all ou iterations; they aet our exes tions af thers, ur expecatons of cusles and ake expetzios of ‘Acorn to elas ose Healey (1983), we make sep judgments abot poe (and sing). Tas necessary, sna we Tein complex socal word and we spt” “ {GUETEROXE. LAYING A FOUNDATION FOR STUDYING RACE. GENDER, AND THE MEDIA es hve time to mint about all he fie pins of everything and everyone we fant So we cosa extegoize people and groups often ov the bess mating move thn their most "obvious charctensis—matkers of race and gsode. Purtermre the {Sasfetons we make affect ou behavior toward ches ‘Why do the markers of race and gender standout, rahe tan ote titer? Why are these the “obvion”charceriics by which we categorie where? Healey satis tent “our atenton is awn ote characterise that have comet identify the dvi lng lines between proupe (1985, . 162) We could elsif pope according fo length of Ii Hegh. reve he sizeof fet, bt we do’ Ulimaly, we lyon these char tctitis Horse we have ben inh 0 dos: (Ou preps a inpreson nthe present se consitoned by te dding nest et pop rans ine as Ou “now hs cl can ete ee don sents character flr cu scans meen sy ‘habe nso of real staeson. (162) vs the same with gender—e've bean soilized into a genderonsciousscity hts also sade (vided ina hierarchical fashion, wih same social groups having owe af the goodvervies valued by voce than other) along the ine of gener. ‘When or generalizations become overly simpli, hen wegree evidence tha hey ar inet or when they become exaggerated thy have beso re than mere "peer fein hyve become temarypes.leeotypes eet ou (eroeous) belies ae fe tris we sess are he nat inportant, ad that ey apply wall members of he rou They ‘ny the presence andthe imparaoce of individual characterises Sewetypes ae an npr: tucomponenta prude, which Hesley (195) defined as "te ender fe nivian o ‘tink aboot ther groupe in egnve ways and oatachnegtv mations o tore ou (G77). Notee the vo dienson of ts definiion~prejcice tas both a cognlve and an ‘atonal eement Seatypes are the ea ofthe ogni apc of pred, Prejaoe ‘lado dserininainedough does nao, because ee vey Peale person mein rom acing onber or his negative cognitive cr emotion espn 0 ean social ‘pou: Diseininaion curs when pope areUeated unequal ust because they belong 0 een group, People canbe reid fered forenny ders reasons, tu ay ine un I cas eatmenis based on group membership even the pres of group membership the behaviors disrminnoy Stewtyes, peace, and cima ret racum or seo (athoug bh cosepe go much oper hn tad are defied erent by diferent poo: 'b). depening on wheter the eeotypes se rove inact or eee ‘A fnal word about race and emily: Although bath are socially consrcted, seme people find it helpful owstingith between race and etn. To tose who d, rae is primarily defined in terms of physical eharctrinics nd etnicity ie tems of| falta characterises, Markers of rae include skin cor até bal (dlinesting ind ‘duals as being of Aican, Chinese, Japanese, European descent); markers of etait include religions paces, language use, mode of des, deary his, and cuisine (e linesing individuals as being Cuthlc, Hindu, Irish Americas). Those who empley tis distinction tnd to balieve hatte meanings atubutd to both physical apd cultura markers remain socalyconsiriced; they are not propagating ological theories oF| ‘ee, which Tor good reason have largely been rejected KEY CONCEPTS AND RECURRING THEMES AUDIENCE, CONTENT, PRODUCTION: THREE FOCAL POINTS ‘ur media system is complex and corporate arity of interrelated components, ath (oth expences many pesurs fom both wi and without. Tre th major le CRaisof te sysem are prdocers te aodlenc, and dhe actual medi content! Te ‘Sapers of tis book ae oratiaed around those lee clement" Predacon oles any~ ‘Ging having wo do withthe cen aod diributon of medlted messages how the mes Saget ar assenble, by whom, in what ereumstnces, under what consti. Coens tapas the medisted messages themlves: wha! Key present, and he; wht i i ‘fede and by Uplicaon, what excluded, Auinceaesses the people who ngs, onsurne, oc neact with mediated messages: Bow Wey use che media, what ses58 Ey ‘make of media content, ad how they arated by he med ‘The prodution-conent-udience distinction i consistent with commonly wsed modes of eommaiaton fusing on the source (Sender, message, canoe, nd e- ‘iver Schou have presented hse mole na variety of ways and wid arity ofa ‘ional elements, bt a thle core hey focus on who creates or erignates the message {eendetlsouce, how the source has peseted he ies she or he wishes communicate {tessage), ow the actual message tr conveyed Chane), and to whom he mesage is seat ecco These SMCR-type adel wel wih te socil-sienifc approach nd tila heir rot inthe 1940” work of Harold Laswell (154) and Clause Shanson and ‘Waren Weaver (1949), The Shannon and Weaver mudematical modelo eonmtnicaion as been most ential in the eld {ex canbe appocshed within te eteaVenura ses perspective: Toes ee elms are {sally ere 1 as production tex nd receponby catia cols end ar coa- Sere pou fimervenfon, Dott tthe vert poli stance impli by term escape you remember the gol of eres cbse: They want oandesand how sa “aca sare to ops and repress coin socal raps in der to end fat oppression, ‘As you read this book, youl bein noice a pte of ecuring themes Although ese ‘ne ype defined when ber presented, is imporant tat you have ane of sme of the fey concepts you'll encounter. In aon thse concepts often nfm he resdags| ten if they eo explicily meone, Thiaking abot thee concep rig up rat will fel rame the reading ina way ht soul prove bese And peaking of framing ‘raming. Erving Goffman argued in is classic 1974 book thatthe framing of sn event or activity establishes Ke meaning, fn eer words, tramig isthe process BY ‘whic we make ene of the event rounds. Fames are ike sory lines hat allow Interpret new information inthe context of something we already uodestand. We use frames al te time, witht even knowing i Fr example, we might sy tou ind thot anew Bad is tke Wine Inch Nails wit Ney” Or ata singe is he "new Gwen Sela” People pitching ides for fins of eleison shows often fae tcc ieas 8 term of conten be atk suis eal Kno and understand: Ws Wester [GHTERONE. LAYING APOUNDNTION FOR STUDYING RACK OENDER ANDTHE MEDEA 5 Journals as frames she prepare sews tories, 0, whether they know io 0 Despite jouraias” quest for he objertve presentation of te “act toes aieces: {Ganson (1985) claimed that “as ave no ininsiemeaning. Tey tke on their mening by being embeded ina fame or sory line tht organizes then an ives them coherence, selecting certain ones o emphasize while ignoring thers”, 157). Because news woe: vays emphasize some fects oer ors, we ou Think of nw a tling stories aboot the world rather than as presenting information’ eventhough the store, ofcourse, lade fatal elements” (p. 157). tory might frame something as an sonomic or ral ssc, local ise, oF oe wth far reaching consequences. A sory migh emphasize the horse race” aspecs of polical eamgalgno the import iste nd ances held by the candidates. Framing is imporan, because a geat del of eseuch bat shown tht he ‘runes employed by the media when ling «sry can affect ur atts ond judgments taut heise and people involved inthe sory—especal Gin (1980) apued, ‘when people don't have fshand knowledge of and experienc with he sve mang Inthe case ofthis book the information provide in is chapter shoal fame the ‘exlings in soc a manner ha! you're onthe lookout or cena concepts and tha oar

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