Stereotypes and Media Influence - Essay Example

? Stereotypes & Media Influence Mass media turns out to be one of the major sources of “popular culture in modern capitalist society” (Lester, p. 82). Media, nevertheless, not just entertains and provides information to public, but in addition conveys the stereotypes, viewpoint and standards of the society to replicate the current arrangement of communal life. Educational institutions, family units, and faiths play the part of the “ideological state apparatuses” (Lester, p. 89). These institutes unnoticeably shift and instruct the leading “hegemonic ideology” (Lester, p. 89) of the culture into the psychic of citizens with the intention of being capable to influence public. Within the contemporary consumerist planet, media became yet an additional “althusserian ideological apparatus” (Lester, p. 92) that influence the thought process of majority. It appears as if media forms the exclusive portions of art - films, short documentaries, publications, music, television programs and others. However, some people may argue that all of these creations of media have zero level of individuality. What people watch on television screens or read in tabloids is generated merely with single rationale of being sold. Consequently, what is created by media has to be a sign of the people’s way of living, it has to be on such point that public would appreciate as well as except. Nonetheless, this expression is formed by “reproduction of stereotypes” (Lester, p. 109), which fills the existence of people and, therefore, are recognized by all. Media stereotypes are certain, particularly in the promotion, entertainment and news broadcast businesses, which require as broad the viewers as feasible to understand information promptly. Stereotypes work similar to codes that provide viewers a fast, general knowledge of an individual or group of people - generally connecting to their rank, traditions or race, sexual characteristics, sexual orientation, communal responsibility or profession. Stereotypes can (1) decrease a broad range of divergences in individuals to basic classifications; (2) change suppositions regarding specific groups of individuals into “realities be used to justify the position of those in power;” (Merskin, p. 287) and (3) be responsible for communal discrimination as well as unfairness. Frequently, the “groups being stereotyped have little to say about how they are represented” (Merskin, p. 301). Stereotypes have a significant part in today's civilization - mainly in ‘misinformation’ or ‘half truth’. Stereotyping is as a preset conservative belief or idea of a person or group of individuals, held by several people. Stereotypes can be fundamental or intricate overviews, which “public apply to individuals or groups” (Merskin, p. 319), in accordance with their look, conduct and way of life. Stereotypes are present universally. However, the world appears to be getting better in a number of ways it seems nearly unattainable to release it from stereotypes. Stereotypes have been there from the start of time in daily life by means of faith, political affairs and the media. Human beings have the inclination to apply stereotypes in their wittiness, their depictions of others, and even in their way of life. One may think that it is feasible to get rid from such practices; nonetheless, if one observed the standard endorsements of misinformation, it would make this aim unfeasible. On the other hand, stereotypes are not negative at all times. Misinformation is a power, which can manipulate and have an effect on every person; making alterations in conduct, approach and ones thinking. It is as well identified that media affects its spectators by amending their opinions based on the data that they see. Large number of stereotypes televised by misinformation has related results. The media frequently utilizes as well as misrepresents stereotypes; nonetheless, considerable amount of people among society believe them. Television programs, for instance, the Simpsons are filled with stereotypes during its thirty minutes of transmission. The Simpsons has a huge viewership that watch this program every day as it is aired in prime time. “Characters such as Apu are highly discriminated and stereotyped. On this show, Apu is characterized as an Indian immigrant, who prays to Ganesh, and he holds a highly noticeable and dissimilar accent” (Schiappa, p. 198). This is a stereotype that is viewed by young kids and is recognized as comic; they relate this understanding towards individuals they meet in reality. Spectators of this program consider this knowledge to be entirely truthful for they hold slight or no understanding regarding that specific group. Despite the fact that the stereotypes publicized on television are misrepresented more often than not, they are pretty well acknowledged by the viewers as the fact. The spectators who view such programs on a day-to-day basis do not identify the prejudiced content, which is being shown. In particular, media grabs the “interests of their audience through comedy, drama, and action which causes the viewers to disregard the immorality behind the content” (Schiappa, p. 259). Consequently, the usefulness of applying such stereotypes adds to the recognition of television programs. In contrast, the misinformation's utilization of stereotypes is not constantly a negative event. Misinformation’s use of stereotypes can occasionally provide one the enthusiasm to gain knowledge. From the beginning of communication, media has been utilized to transmit data to persons ready to understand it. Starting with periodicals along with easy verbal expressions and going to fresh levels in the 20th century with broadcasting, TV, and the net connection, media have been available to individuals in all aspects of their day-to-day livelihoods. With such a sturdy grasp on contemporary civilization, mass media have been capable to form admired traditions and frequently manipulate civic belief. Nonetheless, when misused, the influence of media can hurt the common people. In conjunction with emotional arguments, those manipulated by the media have faced substantial difficulties as well. Unless truth is separated from what is shown in some particular media, a number of individuals will carry on to suffer. Customers could discover the fact more conveniently if media presented products publicized by common citizens devoid of the entire additional glamour. Besides this, if the individuals could watch marketing merely as something to acquire one's interest and not a representation of the way one should appear, there would be smaller amount of difficulties. Till the time either is achieved, the harmful results will be noticed by the susceptible, and businesses will carry on getting profits. Highly developed technology has facilitated visiting other nations so easily available and the media to deal with worldwide reports almost immediately; it appears as even when broadmindedness as well as consideration has improved among countries, there still continues to be an abundance of blind racial discrimination, spiritual fanaticism, and cultural confusions that have given rise to an unbelievable level of political conflict (Jenkins, p. 78). To a certain extent, this is revealed by all the pointless conflicts that have taken place during the last century. To be capable of experiencing livelihood in other countries as well as to be open to various cultures is hence extremely essential in helping to be aware of the political point of views of different countries and the way they might feel or work. This should be a leading issue in forming foreign policy of any nation. Accepting and being broadminded about cultural differences is certainly the primary step towards the growth of an optimistic as well as nonviolent environment globally. If ordinary people were promoted media to show goods in ordinary situations, there would be smaller number of harmful outcomes because of advertising. The products may not inevitably bring profit as a result of their glamorous marketing campaigns, but instead, due to the look of the products. “There would not be as many disillusioned people, and possibly some of the harmful activities done to lose weight could cease” (Stangor, p. 414). If producers would give consent for this, it could facilitate them economically also. Works Cited Jenkins, Henry. Confronting the Challenges of Participatory Culture: Media Education for the 21st Century. The MIT Press, 2005. Lester, Paul M. Images that Injure: Pictorial Stereotypes in the Media. Praeger, 2011. Merskin, Debra L. Media, Minorities and Meaning. Peter Lang Publishing, 2010. Schiappa, E. Beyond Representational Correctness: Rethinking Criticism of Popular Media. State University of New York Press, 2007. Stangor, Charles. Stereotypes and Prejudice: Key Readings. Psychology Press, 2000. Read More