Women and their race in USA Media - Research Paper Example

? Women and their Race in the USA Media Introduction Historical and contemporary society has for long been characterized by inequalities such as race, class and gender. However, the most common types of inequalities are gender and racial ones towards females. To this end, gender and racial inequalities have been advanced through the portrayal of certain female stereotypes. Incidentally, the pervasive stereotypes have been perpetrated by a variety of sources. However, the most common and ubiquitous source that has made significant efforts in the stereotyping of females has been the media. Brooke & Herbert (2006) have duly noted that audiences develop knowledge and ideologies based on the audio, visual and written products from music, film, radio, television and other media. According to the World Savvy Monitor, among the most common portrayal of women in the media include; the beautiful sex object, sainted wife and mother, the evil witch or scheming corporate and political climber. To this end, the media has not only promoted female stereotypes but also gone a step further in advancing multiracial feminist perspectives. Consequently, the media have been a leading culprit in portraying certain races of females by attaching various stereotypes. In effect, a litany of some of the female, racial perspectives portrayed in the media include African Americans, whites, Native American, Latin and Asian women (Brooke & Hebert, 2006). As a result, the media has been blamed in advancing an increasingly gendered and racial culture. To this end, the subsequent sections will delve into the role of the media in promoting prevalent gendered and racially maligned societies in relation to American females. Furthermore, the arguments advanced will seek to project the role of the media in projecting differences in cultural constructs among the different American women. Media and Female Representation According to Brooke & Herbert (2006), media plays a central role in determining what eventually constitutes social realities. Evidently, audio-visual and written commodities of media shape the audience perception on social identities such as black or white, rich or poor, male or female, Native American, Asian or Latino. Particularly, the racial and gender social constructs of females have been continuously shaped through stereotype identities by the media. To this end, a succinct definition of media representation is necessary before delving into its parameters in the portrayal of women. According to Alvarado, Gutch & Wollen (1987), media representation connotes the construction of dimensions of reality. Evidently, these constructions are depicted through media such as television, radio, social networking sites and written literature. Moreover, such constructions of reality include people, cultural identities or objects. Consequently, the constituents of cultural identities include race and gender. In reference to race and gender, the media has conditioned the perception of audiences in relation to the multi feminine representation of American women. In effect, divergent racial and gendered feminine stereotypes have emerged in society. To this end, the media portrays multi racial feminist perspective of the African Americans, whites, Native American, Asian Latina women communities. a. Media Portrayal of Black/African American Women The media portrayals of African-American women in historical cinema have been extensively critiqued in academic literatures. This has been due to the persistent stereotypical roles assigned to black women. For example, the mammy role assigned to Hattie McDaniel in the 1939 film, ‘Gone with the Wind,’ created a stereotypical image of black women (Manatu, 2003). The film stereotyped black women as servant females with obese, maternal figures that were desexualized. Other historical films before the 1970 included, ‘Jezebel’ that stereotyped African American women as sexually provocative. Moreover, the film ‘Sapphire’ portrayed black women as nagging, undesirable and overbearing to men (Manatu, 2003). Contemporary media have also portrayed the black women as being inferior to the white woman. Consequently, films such as ‘tragic mulatto’ depicted the black woman as being submissive and holding the white woman in high esteem. According to Brooke & Herbert (2006), the root of media depictions of the black woman can be traced to dominant gender, class and racial ideologies. To this end, Manatu argues that stereotypical portrayals of the black woman were created to enforce the stigmatization of African American women. Incidentally, the media stereotyping of black women distorts the manner in which black women visualize themselves and how the rest of society perceived them. Consequently, Manatu contends that the media has reinforced the stereotype ideologies of black women to the point that it has resulted in a reality paradigm in society. b. Media Portrayals of Native American, Latina and Asian women. A lot of multiracial depictions of women in the media have majorly been focused on African American women and white women. However, the other women of color such as Native Americans, Latina and Asian women have equally been stereotyped in the media. To this end, Latinas and Asian women are portrayed as exotic sexual figures. Evidently, in films such as ‘Lotus Blossom,’ Asian women are portrayed as passive females that serve to satisfy the sexual exploits of the white males. Moreover, films such as ‘dragon ladies’ have portrayed them as criminal in nature s they partner in crime. In addition, the Asian women are depicted in both extremes of good and evil. Thus, in portraying them as good, they are seen as childish, silent or submissive (Luther & Lepre, 2012). On the other hand if they are ‘evil,’ they are portrayed as sexually provocative, cunning deceitful or suffering exploits. The Latina females are often depicted as domestic workers. A case in point is the role played by Jennifer Lopez in the film, ‘Maid in America.’ Moreover, in music videos, Latina’s are increasingly being portrayed as sexually appealing owing to their definitive physique. On the other hand, the Native American women are depicted as lustful, beautiful, powerful, exotic or strong. Evidently, the film ‘Pocahantas’ eroticized and romanticized the character to the point that scholars predict is detrimental to the Native American woman community (Luther & Lepre, 2012). c. Media Portrayal of White American women The historical and contemporary media houses starting from photographic images in magazines and fashion shows have always depicted the white woman as the embodiment of the perfect figure. To this end, the white woman has been portrayed as slender, tall and the glamorous role model of the perfect body. To this end, women of all races are depicted as trying to achieve the model of the woman. Furthermore, in films such as ‘Desperate Housewives’, the character of Bree Vanderkamp depicts the white woman as a homemaker, well mannered lady and perfect family woman (Brooke & Herbert, 2006). In addition, the media equally portrays the white woman as a hard faced political schemer and corporate climber. Over and above this, the white woman has always been portrayed as a class above the other female racial groupings. Consequently, the white woman is depicted as having a higher power relation in films as other females races are often in their service. Implications As earlier stated, the media play a significant role in shaping the social identities of what society construes as reality. To this end, the multiracial depictions of females by the media possess significant effects to society. Evidently, Manatu contends that the persistent and continuous projection of stereotype images in film can be detrimental to a particular group. Consequently, the female groups start to identify with the stereotypes and judge themselves based on the same. Moreover, society generates a popular belief in reference to the different female racial groupings (Gunter, 1995). Evidently, past studies have showed that almost three quarters of women were dissatisfied with their bodies after viewing the images of models in print and visual media. The negative effects of such perceptions include anxiety, depression and eating disorders. Increased ‘sexualization’ is another effect of the media stereotyping of females (Gunter, 1995). As a result, the American Academy of Pediatricians has discovered that early loss of virginity and contraception use is prevalent among female teens. Moreover, the portrayal of females as sexual beings in music videos has contributed towards cases of sexual harassment and exploitation. Evidently, sexual harassment is more pronounced among the African American and Latina females. Conclusion From the foregoing literature, it is clear that the society’s knowledge of the social construct, particularly in relation to race and gender, is defined by the media depictions. Moreover, the researches advanced so far have revealed the ways in which media depicts monolithic perception of race and gender. In particular, the multiracial perspectives of stereotypes directed against American women are significantly portrayed by the media. To this end, it is evident that the media will continuously advance the racial and gendered perspective of females in society References Alvarado, M., Gutch, R., & Wollen, T. (1987). Learning the Media. London: Macmillan. Brooks, D. E., & Hebert, L. P. (2006, November 6). Gender, Race and Media Representation. www.afghanjc.com. Retrieved October 10, 2012, from http://www.afghanjc.com/wp-content/uploads/2012/03/GENDER__RACE__AND_MEDIA_REPRESENTATION.pdf Gunter, B. (1995). Television and gender representation. London: John Libbey. Luther, C. A., & Lepre, C. R. (2012). Diversity in U.S. mass media. Chichester, West Sussex: Wiley-Blackwell. Manatu, N. (2003). African American women and sexuality in the cinema. Jefferson, N.C.: McFarland. World Savvy Monitor. (2009, May 1). Portrayal of Women in the Popular Media. World Savvy. Retrieved October 10, 2012, from http://worldsavvy.org/monitor/index.php?option=com_content&view=article&id=602&Itemid=1049 Read More