Racialism and the Media. Venise T. Berry
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Contemporary Zip Coons: The Problem with Funny
Many stereotypes are normalized in our society, especially through the media. Stereotypes are generalizations or overgeneralizations of a group or culture (Brigham, 1971). Unfortunately, many of the normalized stereotypes of African American culture confirm accepted distortions. In his research on implicit stereotypes, Hinton (2017) argues that “culture in mind” is key to influencing the cognition of cultural group members. He believes that stereotypes are predictions and the brain uses predictions based on the structures and meanings experienced in the world (p. 6). Therefore, stereotypes become a resource that enables the transmission of cultural information, specifically within a network where common understandings exist (Kashima & Young, 2010).
Burr (2001) identifies three issues concerning stereotypical images of African Americans in the media.
First, these images affect how African American children and adults view themselves … Second, these images affect African American adults because others tend to view these images as indicative of how African Americans really act and respond accordingly … Third, these images harm the entire society in that they create disharmony between reality and perception and decrease the chances of positive interactions between blacks and others. (p. 181)
It is important to remember that stereotypes are not inherently racist. Yet, because of their history, many generalizations come from a negative or problematic ←11 | 12→place. Today, stereotypes are ingrained in our mediated culture as routine. We use them in the everyday process of creating meaning. They are very persuasive and not easy to change.
Social Identity Theory
Social Identity Theory explores group membership and identity arguing that most people identify who they are in society based on the specific groups they belong to, in other words in-group or out-group perspectives (Tajfel & Turner, 1979). Since we exist in a constant cycle of experiencing the world and constructing meaning as members of various groups, Hinton (2000) suggests that we are more likely to accept stereotypes as norms when there is a consensus among friends, family members and even societal groups.
Social Identity Theory argues that through the cognitive process of categorization and grouping, the in-group members will develop a stereotypical view of the out-group members and through the process of seeking to maintain a relatively high social identity the stereotype of out-group members will tend to be negative. (pp. 114–115)
Hinton also believes that in-group members will view out-group members as more different than they really are from the in-group and they will see out-group members as more similar to each other than they actually are. For example, Banjo (2011) found that white viewers enjoyed stereotypical entertainment based on their cultural openness and competence concerning the out-group.
Viewers reported low-enjoyment when uncomfortable with entertainment that disparages out-group members and identified conflicts between attitude and behavior when interacting with black culture whether personal or mediated. (p. 153)
Gandy (1998)