• a set of learned and accepted rules that defines communication for a people- culture evolves-culture tells us how to act
• humans form attitudes both within and outside their own culture

• attitudes come from experience, interactions with family and friends, education, the media

• members of a culture who make up majority or who have the economic or political power
• members who are not in the dominant culture can be left out or may have difficulty understanding meanings of communication of the dominant culture

• the process by which the mind decides what is relevant or insignificant
• selectivity can cause instant categorization of people, objects, events

• cultural modification of an individual, group, or people by adapting to or borrowing traits from another culture; also : a merging of cultures as a result of prolonged contact
• Acculturation is learning aspects of a culture other than one's own - particularly those aspects which will enable the individual to survive in that culture.

• the process by which an individual learns the traditional content of a culture and assimilates its practices and values
• Enculturation is learning one's own culture
• preconceived attitudes and opinions (correct or incorrect) are learned through enculturation

Pack journalism occurs because the reporters are often reliant on one another for news tips or are all similarly dependent on a single source for access (which is quite often the very person they are covering). A type of groupthink occurs, as the journalists are constantly aware of what each other are reporting and an informal consensus emerges on what is newsworthy.

The term can also be applied to entire news organizations. For example, pack journalism can occur when a news organization decides to make a particular story the lead story only because other news organizations are doing so. (source: wikipedia)

"Stories that challenge conventional wisdom or present discordant perspectives will receive less attention, and may be buried in a newspaper or appear late in a broadcast. Further, the practice of pack journalism may mean some stories don't get covered at all" (source Newswatch Canada http://www.sfu.ca/cmns/research/newswatch/pcc/pack.html

Jennifer Willbanks The Runaway Bride

Andy Rooney as Asian stereotype

Other Minority Stereotyping

Members of ethnic and visible minorities are inadequately represented in entertainment and news media. Portrayals of minorities are often stereotypical and demeaning.

In Canada 15 per cent of the population are immigrants and visible minorities. Large urban Canadian centres have 25 to 51 per cent visible minorities (Toronto is over 50%) 70% of TV in Canada comes from US -minorities are seriously under represented

A 2002 study showed minorities made up only 12% of Canadian TV well under the actual number and they are usually not main characters- many are treated as props

A 2002 study of video games showed

most protagonists (86 per cent) were white males

non-white males were portrayed in stereotypical ways

seven out of ten Asian characters as fighters, and eight out of ten African-Americans as sports competitors

nearly nine out of ten African-American females were victims of violence (twice the rate of white females)

79 per cent of African-American males were shown as verbally and physically aggressive, compared to 57 per cent of white males

A 1991 study of Canadian news media by Charles Ungerleider examined objective reporting and the distorted image of ethnic and visible minorities showing reporting is essentially story telling casting people as heroes, villains and victims.

By either ignoring minorities or casting them in the role of villain, journalists unconsciously tell us stories about who is important, who is trustworthy, and who is a troublemaker. As these stories are repeated in the news, they become the "accepted understandings among those to whom alternative interpretations are not evident."

Studies actually show that immigrants are less likely to commit crime and more likely to have higher education

A 1997 study showed that of 54 references to Jamaican in newspapers 54% were about crime

Media position white males as authority figures, while marginalizing the expertise of members of minorities. Approximately 90 per cent of all experts featured in U.S. news stories are white.

Arab stereotyping- depictions of Arabs as terrorists is common on TV and in movies

Female Stereotypes

Males in most cultures are seen as more important and dominant leading to discrimination against women. We treat female babies differently from boys. Girls are treated with softness while boys are encouraged to be active.

Historically, women have been expected to be fulfilled by marriage where men through career

While women are objectified for sexual appeal, men are valued for intelligence. During the industrial revolution women were allowed to work, but not to vote. Abolitionist activists to free slaves led many to consider rights for women. Women got the vote about 1920. During both wars women worked, after WWII women were pressured to get back in the kitchen- some social progress took place in the 60s, but stereotyping still takes place today.

Television played a large part in 50s family entertainment, and the formation of the perceived correct roles within the family. “Leave it to Beaver”, “The Donna Reed Show”, and “The Adventures of Ozzy and Harriet” popular postwar decades showed the typical North American family.--The mother at home, the father who worked and ruled the family, and happy children who filled the house.

Think of the images you see in advertising. How are women portrayed?

Images of women in advertising often shows only parts of their bodies.

Stereotypes—the femme fatale, the supermom, the sex kitten, the nasty corporate climber.

Television, film and popular magazines depict women and girls who are white, desperately thin, and made up to the max. Twenty years ago, the average model weighed 8 per cent less than the average woman—but today’s models weigh 23 per cent less.80 % of the female characters in video games are scantily clad, 23 % baring breasts or cleavage, 31 per cent exposing thighs, another 31 per cent exposing stomachs or midriffs, and 15 per cent baring their behinds.

Results of Stereotypes;

Unrealistic goals for ideal body shapes, which lead to high rates of anorexia nervosa and bulimia. Women come to believe they are valued based on their body; self-esteem is also based on how their body looks compared to others--Treatment of women as objects, instead of humans

Portrayal of women as passive and not in control of themselves--Women believing that changing their appearance will give them a better life. See also Dying to be Thin http://www.pbs.org/wgbh/nova/thin/

Male Stereotype

A 1999 report by Children Now organization observes that:

• The majority of male characters in media are heterosexual
• Male characters are more often associated with the public work, rather than the private sphere of the home, and issues and problems related to work are more significant than personal issues
• Non-white male characters are more likely to experience personal problems and are more likely to use physical aggression or violence to solve those problems
• Attitudes that link masculinity to power, dominance and control
• Typical stereotypes of male characters as the Joker, the Jock, the Strong Silent Type, the Big Shot and the Action Hero, the Buffoon
• In advertising men are usually portrayed as virile, muscular and powerful-powerful bodies dominate space in the ads. For women, the focus is on slenderness, dieting, and attaining a feminine ideal; women are always presented as not just thin, but also weak and vulnerable.
• In advertising men are usually portrayed in an activity while women simply look into the camera
  
  

According to Cele Otnes, an Illinois professor, “A lot of ads directed at males are still dominated by ‘The Player,’ ‘The Beer Drinker’ or ‘The Buddy,’ ” she said. “But those stereotypes don’t actually fit the vast majority of males. Advertisers and marketers need to broaden the spectrum, and create campaigns centered on more of the actual roles that men play – ‘The Dad,’ ‘The Husband’ and ‘The Handyman.’ Those types of ads weren’t easy to find at the time we were doing our research.” (Source:http://news.illinois.edu/news/12/0801advertisingmasculinity_CeleOtnes.html )

In recent years the stereotype of the dumb bumbling father has played out in commercials and in TV shows, but men are speaking out see the 2012 article No more dumb old dad: Changing the bumbling father stereotype http://www.cnn.com/2012/06/12/living/dumb-dad-stereotype

Cruising 1980 A serial killer brutally slays and dismembers several gay men in New York's S&M and leather districts.

ACT Poster 2010

Lesbian, Gay, Bisexual, Transgender Stereotypes

LGBT community is most diverse

History in Media

The LGBT community have often been negatively stereotyped by consigning them to the margins of entertainment media, playing either "colourful" and "flamboyant" characters or dangerous psychopaths.

The Celluloid Closet by Vito Russo analyzes the representation of gays and lesbians in Hollywood films from the 1890s to the 1980s, and demonstrates a history of homophobia. He reports Hollywood’s portrayal of lesbians and gay men has often been cruel and homophobic. Gay and lesbian characters have been defined by their sexual orientation, and lacked any complex character development. In Hollywood movies between 1890s and1930s, homosexuality was often presented as an object of ridicule and laughter.

1930s to the 1950s, religious and women’s groups criticized Hollywood films for contributing to immorality. As a result, the industry introduced a self-censorship code that affected the portrayal of homosexuality. Films could not feature overtly homosexual characters—so homosexuality was suggested through a character’s mannerisms and behaviour.

This strict code was loosened in the 1960s and 1970s

Gays and lesbians were becoming more visible and vocal in public life, but their representation in films was becoming even more homophobic.

Since the 1990s, Hollywood has improved its portrayal of gay and lesbian characters. Popularity of TV shows such as Will & Grace, La vie, la vie… or Queer Eye for the Straight Guy illustrate networks are willing to feature gay characters, as long as the shows draw high ratings, and profits for advertisers.

Will & Grace showed two openly gay male characters but not much was seen about gay relationships or romance. The two gay characters are friends, not lovers, and are rarely shown in romantic situations. The primary relationship for both gay men is with the heterosexual female characters.

Hollywood has developed a new genre: the gay/straight romance--My Best Friend’s Wedding, The Object of My Affection, and The Next Best Thing all portray a gay man and straight woman as the "perfect couple"

The success of Queer as Folk and the L Word is used as evidence that these shows can be popular and profitable. However, some advertisers still are cautious about sponsoring the programming.

A 1998 study analyzed 50 years of coverage of gay and lesbian issues in Time and Newsweek, finding that news media reinforce prejudice and discrimination against gays and lesbians with gays and lesbians often linked to deviant/criminal behaviour; and that the media often reprint offensive and homophobic comments. which may reinforce an incorrect assumption that gays and lesbians are inferior.

HIV/AIDS

Many say news coverage of HIV/AIDS has drawn on negative stereotypes about gays and lesbians

The media are making progress in its depiction LGBT with the active courting of gay and lesbian consumers through gay-positive advertising and marketing campaigns.

In 1983 the AIDS Committee of Toronto (ACT) was born. Throughout the years they have used graphics, sex and humour to save lives by informing the public about the issues in a way that all could understand. Read a story about the imagery and history "How graphics, sex and humour saved lives"and see more on their campaigns ACT Campaigns

Recent CHANGE

According to Stuart Elliot of the New York Times, "Recently, however, L.G.B.T. ads have been getting broader exposure. While targeted media and events remain part of the game plan, they are also running in mainstream media that, in addition to general cable channels, include magazines like Family Circle, newspapers like The New York Times and social media like Facebook, Tumblr, Twitter and YouTube." Mainstream companies that are leading the way with LGBT ads are Expedia, Amazon, Anheiser Busch, General Mills, Google, American Airlines, Kraft, Microsoft, Mastercard. One of the main reasons for this change is the younger generation who have grown up in more diverse times. In spite of these attempts to have more equality in representation of LGBT, those marketers who have created social media campaigns do find that their campaigns have vocal detractors who post their opposition. (NYTimes, June 25, 2013)

When Grey Poupon posted on facebook their ad (see ad to the right) with the two drivers holding hands in support of Pride in June 2013, it created the typical facebook flame war. See more here Grey Poupon's Gay Pride Support Prompts Predictable Facebook Flame War

More and more advertisers are realizing that this group is a large group that needs to be paid attention to

What needs to be shown more in news and television shows is a picture of gays and lesbians as ordinary people with ordinary needs, fears, and problems. (source http://www.media-awareness.ca/english/issues/stereotyping)