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Ads and Media - Essay Example

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Summary
Media now plays a crucial role in shaping our attitudes towards any aspect be it religion,a race,a culture,a stereotype.Negative images about a particular race shape a perspective towards it and that is why media needs to be careful about what it portrays …
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Ads and Media

Download file to see previous pages... There is a dire need to include more ethnic groups in broad media and bring them to the forefront in order to give them greater opportunity in professional and other aspects. The media that is portrayed to the broader audience is usually the least ethnically diverse and covers less of their lives and there are only the stereotypical caste members. Mostly in America, during the hours in which people view television the most is the time in which very skewed caste members and limited types of shows are aired, building the perception in children from a very young age as to what constitutes an important caste and which caste is subordinate, when that should not be the case. In 1998 the role of ethnic minorities, such as African Americans, Native Americans and Hispanics actually declines when their visibility should actually have increased over the years. Narrowcasting to an ethnic minority about their group of people doesn’t make other groups aware of their potential and their lifestyle, and doesn’t bring about the sensitization that is necessary for a harmonized media and a harmonized world (J.E. 2005)) Media just focuses on the glamor and luster; they prefer to show the downtrodden as downtrodden in broader mediums such as television and print rather than reality, because they want to carry on with the stereotypical images that were set years ago. But the world is becoming more globalized today, and different media gets across different channels and to different groups of people; therefore media should become more ethnically diverse as well. Broadcasting should be done on matters that can relate to all kinds of people and not just relating to one caste or creed. Even though most people have their own judgments, and have become to realize the true face of media, it is nevertheless the only means of communication with the mass and thus can be influential whether it portrays a good image or a bad image. And for those whose only means of news is the media, their life concepts would be built around what the media portrays; for example in those cultures with lesser opportunity, and only access to a television, media is all what they believe in, and if Americans are seen as being an assertive race or the Iraqis as being Taliban, animosity is built through the media by casting to a smaller audience. Ethnic media is broadcasted in some societies and it helps in preventing isolation and keeping the language and cultures alive and this helps bring about change and is essential to a healthy society. News media which caters to a broader audience, also gives a voice to members of society and so if only the majorities are represented, the minorities lose out their voice on this medium as well. It also eliminates the top down approach and connects all cultures on a horizontal plane, thus reducing ambiguity and hostility. However, even the news can create dissent among racial groups rather than community (European Research Centre on Migration and Ethnic Relations 2002). U.S residents get majority of their information from ethnic media. There are multilingual polls, and there is a preference among people to view ethnic media and even those who preferred mainstream media have reverted to ethnic media. However, the consumers of this media were usually minorities, so this doesn’t represent the mainstream media channels, be it television, radio or newspapers (Lalley 2005). Most sources do not believe that ethnic minorities are given adequate representation in mainstream media; and even if they are, it is inaccurate and doesn’t give a true picture. Therefore it is important that they are not only represented on this platform which will help them communicate better and ...Download file to see next pagesRead More
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