The Influence of Media on Stereotypes

People’s interpretations of others and public opinions are often shaped by individual images, commonly referred to as stereotypes. Edward Kessler's work, “Social Media and the Movement of Ideas,” delves into the influential role that social media plays in modern society. Kessler suggests that social media serves not only as a communication tool but also as a connection tool. The boundless freedom provided by social media comes with the downside of allowing users to post both inappropriate and inaccurate content. Consequently, the surge in user-generated content facilitates the proliferation of false information online, which can significantly alter decision-making processes and social judgments of many viewers.

Media and Cognitive Development

The social cognitive theory further posits that television viewers can rapidly acquire knowledge and skills through media platforms, including reality TV shows and video games (Dong, Qingwen, Murillo). For instance, despite the progress in rejecting the outdated cultural notion that a woman's place is solely in the home, advertisements continue to perpetuate this stereotype. As a result, children often form incorrect assumptions about women's roles based on what they see in advertisements (Lull). Minority groups, such as African Americans and Hispanic Americans, are frequently depicted as villains or criminals in media portrayals. These stereotypes are especially harmful given their rarity in media, and when they do appear, they are often negatively characterized.

The depiction of these stereotypes in television shows, targeted at viewers aged 3-65, can lead to negative behaviors towards these groups (Sharples, Gould). Over the past century, reality TV shows and video games have reinforced stereotypes about gender roles and minority groups. Recent scientific studies have shown that our brains react more strongly to negative information about a group, which consequently strengthens any negative views we may hold. UK researchers found that when participants were presented with negative information about a group they deemed "bad," there was an increase in brain activity, while the opposite was true for groups they perceived as "good" (O’Hare). This research underscores that our brains are not innately wired for prejudice; rather, it is through external influences, such as media, that children’s minds are shaped.

The Role of Television in Shaping Stereotypes

The impact of television portrayals on children and other viewers is substantial, as it has the power to activate racial stereotypes (Dong, Qingwen, Murillo). Social media is the most widespread source of information, followed closely by traditional media. Various social issues are discussed on media platforms, including reality TV shows. Researchers agree that children establish sex roles early in life and that television contributes to these expectations. For example, children quickly learn about masculinity and femininity from shows like Teletubbies and Barney & Friends. While some may attribute gender stereotypes among children to the way brains are wired, studies have shown that there is no biological basis for labeling behaviors as right or wrong.

These stereotypes are culturally imposed and often emerge from media, including children's television programs. Television is a primary source of cultural gendered messages, and children who watch up to four hours daily on average absorb information about societal standards. Mark Barner, a researcher in this field, examined sex-role stereotypes in FCC-mandated children's programming targeted at children aged five and older. As expected, Barner found that women were depicted in passive roles while men were portrayed in active ones. Consequently, young children developed strong gender-stereotyped expectations, particularly of masculine roles (Powell, Abels).

Reality TV and Video Games: Reinforcing Stereotypes

Reality TV shows and video games often incorporate an excessive amount of stereotypes targeted at children. Hispanic American actors, though infrequently featured, are often portrayed as criminals or comedians, perpetuating negative stereotypes. A study investigating college students' perceptions of television stereotypes found that white people tend to perceive minority individuals in a stereotypical manner when exposed to comedic portrayals. This demonstrates mass media’s influence on social perception, showing that television roles can shape attitudes towards minority groups, such as Hispanic Americans. Negative depictions not only affect how these groups are perceived but also limit their representation in professional roles compared to White Americans.

Exposure to racial stereotypes on television can maintain unjust and harmful understandings of race by influencing how individuals interpret media. The more people depend on television for understanding other races, the more likely they are to develop negative stereotypes. However, direct contact with individuals from these groups can foster more positive stereotypes. The study highlighted the importance of personal interaction over television as a means to develop a more accurate understanding of different cultures, challenging the notion that brains are naturally wired to stereotype. While people react strongly to negative information, they do not inherently form racial stereotypes (Dong, Murillo).

The Broader Impact of Stereotypes

Stereotypes not only affect individuals' judgments but also negatively impact the groups being misconceived. In 2005, Hurricane Katrina struck the Gulf Coast, and the media's portrayal of black people as looters exacerbated racial tensions. A study by James Johnson and colleagues found that these images led white people to endorse harsher treatment of black evacuees, suggesting that media stereotypes of blacks as criminals played a role in the reluctance to assist them (Sharples, Gould). If the media had not perpetuated these stereotypes, black evacuees might have received more help.

Video games also contribute to stereotype reinforcement. Popular games often depict males in dominant roles and females in submissive, sexually exploitive roles. Games like Grand Theft Auto reward sexualized violence against women without emphasizing negative consequences. Research has shown that aggressive behavior increases when violence is perceived as normal and socially approved. Consequently, prolonged exposure to such content can negatively affect adolescents' social cognitive development, desensitizing them to gender stereotypes and sexualized violence.

Overcoming Stereotypes

Stereotypes are deeply ingrained in society, making it challenging to shield children from them entirely. However, parents can play a crucial role in preventing stereotypes by adjusting what they tell their children. It is essential to recognize negative stereotypes in the media, label them, and resist their influence. Studies have shown that people with more social interaction with minority groups are less likely to be affected by stereotypes. For children, awareness of stereotypes is key to minimizing their impact. Parents can point out stereotypes in media and explain that they are not representative of the group.

Although stereotypes persist in media, we can resist their influence by acknowledging their existence and recognizing them as a problem. Media can also be a tool for coming into contact with different social groups and learning from their experiences. By doing so, prejudices can be reduced, fostering a more inclusive society.

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