Croteau&Hoynes: Media/Society, 5th Edition Instructor Resource
Chapter 6 Social Inequality and Media Representation
Purpose and Goals of the Chapter
This chapter continues our analysis of media content. In particular,
it raises the question of the relationship between how society is portrayed in the media and how
it is in “reality.” We focus on examples of race, class, gender, and sexual orientation. The
chapter provides a foundation for exploring the issue of media representation and the “realism”
(or lack of “realism”) in the media. Its focus on stratification also makes it easy to talk about
power in the media, thus linking content to production.
Outline of Key Chapter Themes
One way (but not the only way) to examine media content is to see how it is similar to or
different from the “real world.”
The inequalities, which exist in the social world as a whole, are also present within the media
industry. This inequality also affects media content.
There are different ways of assessing the significance of media content, including: content as
a reflection of producers, content as a reflection of audience preference, content as a
reflection of society in general, content as an influence on audiences, and content as a
self-enclosed text.
Stereotypes in mass media are usually rooted in the larger culture. Racist portrayals in early
film, radio, and television, for example, were adaptations of racist images from literature and
minstrel shows.
Chapter Outline
1. Media and representation of reality
“How do media representations of the social world compare to the external ‘real’ world?”
Media have reproduced social inequalities based on race, gender, and sexual orientations
Issues in media representation
oRepresentations are not reality
oMedia often do not try to reflect the real world
oAmbiguity in defining what is “real”
oDo media firms have the obligation to reflect the reality?
2. Significance of media content
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Croteau&Hoynes: Media/Society, 5th Edition Instructor Resource
Content as an influence on audiences
Content as a self-enclosed text
3. Race, ethnicity, and media content
Race is socially constructed
oThe “white norm” is normal in American media and society
oRacial signifier
Signifies race an important trait to notice
The absence of racial signifiers for white signifies whiteness
Race and ethnic diversity
oNeed to be examined in terms of inclusion, roles, and control
To what degree different social groups are included (inclusion)
What roles are assigned (roles)
How much control those groups have in media production (control)
oFilms
4. Race, ethnicity, and media roles
Early images of race
oStereotypically racist images of minorities
Servant
Entertainer
Enemy
Erratic
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Croteau&Hoynes: Media/Society, 5th Edition Instructor Resource
oMore inclusive and growing sensitivity in media
oControversial racial and ethnic images continue
Belligerent Arabs
Subtle racism
Crime stories overrepresent black perpetrators and white victims
Controlling media images of race
oWho owns the media is a key issue
5. Gender and media content
Women and media control
oIncreasing media jobs for women
oUnderrepresentation at the director and executive level
Women and media content
oIn news, women were largely presented as “ordinary people,” while men
dominated as “experts”
6. Class and media
Targeting affluent people
oFor advertisers, “some people are more valuable than others”
Family-based sitcoms
oUnderrepresentation of working-class families
oOverrepresentations of glamorous, professional jobs
oNegative, stereotypical portrayals of working class
oImplications
Individuals at fault?
Ignore structural problems
Tabloid talk shows and Hollywood films
o“Trash” images of common folks
oLazy, insubordinate union members
The union taboo
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Croteau&Hoynes: Media/Society, 5th Edition Instructor Resource
oUpper or elite people dominate public affairs news shows
7. Sexual orientations and media
Early media portrayals of LGBT
oPsychopath, deviant
oComic
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