Cultural Diversity in the Media - Article Example

Cultural Diversity in the Media The commonly used term ‘mass media’ encompasses numerous s and individuals that differ in method and purpose. In general usage, the term has been considered to define groups who make up the communications profession in both the entertainment and news industries. Images of diversity in the media can have a profound impact upon how we view the world around us. Obviously, mass media influences public opinion as it is the genesis of the information by which opinion is formed. To what degree depends on the variables considered as the effects of mass communication are many and diverse and may be short or long-term, obvious or concealed, intense or ineffectual. They may derive from any number of aspects of the communication content. “They may be considered as psychological or political or economic or sociological. They may operate upon opinions, values, information levels, skills, taste, or overt behavior” (Heibert, 2001). Taking a look at how diversity is depicted in the media through two different outlets, such as the popular ‘entertainment news’ show “The Daily Show with Jon Stewart” and the recent Hollywood film release of “Twilight,” can help illustrate changing ideas regarding minority roles in society at large. “The Daily Show” is a 30-minute late night television program that airs each weeknight and bases its humor on the news events of the day, occasionally making biting observations on policymakers and other issues. According to Don Rojas (2002), “News organizations help shape the perceptions of millions and, through these influences, even determine the destiny of our people. The media can either tell our stories accurately or misrepresent our experiences.” The show employs approximately five other individuals, most of them male, who are placed in a ‘reporter’ type position to cover in-field interviews or other features of the show. The main character of the show is Jon Stewart himself, who is a white man capable of laughing even at himself and often makes off-color comments to the audience as if he is sharing an inside joke. These comments often have a tendency to reinforce socially determined gender roles and values, such as when he mentions in an aside that such-and-such female actress or activist also has a nice body or that a somewhat smaller man needs to beef up if he wants people to take him seriously. The message portrayed through such comments continues to be the (white) male-dominated viewpoint that is also reinforced through a predominantly white male correspondent pool. Emphasizing the concept that only white professional men can appropriately comment on the news, the majority of the ‘correspondent’ staff reflects this same gender/race demographic. The white-dominated nature of this and other shows on this network becomes the subject of discussion on Tim Goodman’s (2007) blog report. His comments back up data collected by the Screen Actor’s Guild (cited in “Diversity”, 2004) which show “roles for African Americans, Latinos, and Native Americans for the first time declined in 1998, in spite of the increasing visibility of this issue.” Among the cast of ‘correspondents’ who appear on the show are two ‘men of color’, Larry Whitmore and Assif Mandvi, and one white woman, Samantha Bee. These characters take on a decidedly subservient role to Jon Stewart and are often seen poking fun at their own race or gender issue in favor of the traditional white male perspective. “Even though people of color make up a third of the U.S. population, the media are still struggling to integrate diverse voices in news coverage and staffing. Media companies are quick to pledge their support for newsroom diversity, but their actions still fail to match their rhetoric” (Torres, 2007). In other words, while there is cultural diversity present in the show, the context keeps them in their ‘proper’ place in the white-dominated society. However, these attitudes can be seen to be changing through other media channels, such as the films coming out of Hollywood. One very popular film among teenagers recently released is the film “Twilight”, the film version of a pop-culture craze based on a book series. The book series depicts the story of vampires and werewolves attempting to find a place for themselves among ‘normal’ humans in a very small Washington state township. In its pages, the series attempts to question the roles that have been assigned to these creatures by the prejudices of history and re-examine what they really are as individuals. The first book of the series is the only one covered by the film as it reveals the existence of vampires and their very human needs and desires as a mortal human girl falls in love with the only unattached vampire of the clan and he recognizes his match in her. In this sense, the film depicts a cross-cultural relationship that has its own share of misunderstandings and familial strife. In keeping with the theme of the story, the film also depicts a great deal of diversity among the high school students who round out the cast of characters. Within the small group that Bella, the heroine, joins, there is an African American boy and two Asian students who seem to be always in the center of the action at high school activities. However, even here, the question of diversity in the media needs to be applied as the film seems to go over the top in ensuring that other races are included. From personal experience, it is known that there is not a great deal of racial diversity to be found in the backwoods regions of northern states such as Washington, making the appearance of these characters somewhat surprising and forced. While there is not a great deal of detail provided regarding these characters’ roles within the school setting in the book, in the film the Asian students are given almost complete control over the school newspaper and yearbook, thus regulating them to the accepted roles white society has traditionally given them. The black student is made friendly and anxious to please yet constantly rejected by the object of his desire, Bella. Although he is eventually provided with a white girlfriend, this girlfriend character is depicted as unintelligent and inconstant and remains only a second choice for the black character rather than a new object of desire, again relegating him to expected cultural positions. Whether through the entertainment beamed into our homes each evening through mainstream programming or discovered within the more carefully plotted and structured setting of Hollywood film releases in the theatre, American culture continues to discover that the white male ideologies of the past are reinforced and redistributed to successive generations. While these outlets have conceded to provide roles and opportunities for people of different racial backgrounds and to women, these roles remain limited, second-rate and de-emphasized unless it is reinforcing traditional belief systems regarding these individuals. Minority races may be forced into a screenplay, but they remain minorities. Women may be permitted on the news, but they are frequently still provided with ‘fluff’ pieces that are guaranteed to get them nowhere. It can only be hoped that more minorities such as Jane Pauley and Stephanie Meyer (the author of Twilight) will continue to push for more realistic portrayals in the media to help bring tomorrow’s generation into a more equal opportunity world. Works Cited “Daily Show.” (2007). Comedy Central. December 11, 2008 “Diversity in the Media and Entertainment Industries.” Ethnic Majority. (2004). December 11, 2008 Goodman, Tim. “TV Show Faceoff! ‘The Daily Show’ vs. ‘The Colbert Report..’” San Francisco Gate. (January 30, 2007). December 11, 2008 Heibert, Ray Eldon. “The Growing Power of Mass Media.” (2001). Southern Connecticut State University Journalism Department. December 11, 2008 Rojas, Don. “Keeping diversity in the media.” (July 2002). Essence. Torres, Joseph. “In Search of Media Diversity.” Scripps News. (June 6, 2007). Scripps Media Center. December 11, 2008 “Twilight.” Dir. Catherine Hardwicke. Perf. Kristen Stewart, Robert Pattinson, Billy Burke, Ashley Greene & Nikki Reed. Goldcrest Pictures, 2008. Read More