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Media Stereotyping

Media Stereotyping. By: Zach Dornan. Research Questions. Stereotypes act like codes that give audiences a quick, common understanding of a person or group of people—usually relating to their class, ethnicity or race, gender, sexual orientation, social role or occupation.

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Media Stereotyping

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  1. Media Stereotyping By: Zach Dornan

  2. Research Questions • Stereotypes act like codes that give audiences a quick, common understanding of a person or group of people—usually relating to their class, ethnicity or race, gender, sexual orientation, social role or occupation. • How does the media use stereotypes to stimulate consumerism and create a marketing niche? • Do consumers have control over the stereotypes communicated in pop culture and the media, and if so, how? • How does the emergence of social media impact the way we communicate and conform to demand new trends in marketing campaigns?

  3. Hypothesis • Stereotypes in the Media can be manipulated by its Publics, through advocacy and awareness generated from the use of Social Media.

  4. Methodology • Focus Group • Too many limitations for Surveys and Questionnaires • In depth feedback and adaption • Able to provide personal opinions and examples • Interaction between respondents and “piggy-backing” off others good ideas

  5. Reactions and Results • Stereotypes transform assumptions about particular groups of people into "realities“ • Stereo types are used to “justify the position of those in power” • Instills ideas of social prejudice and inequality • Trends become obsessions and communicate status levels to others • “It’s easy to read into their intentions, but they(Apple) are still able to manipulate consumers.” • Capitalism supports big business and the government lacks proper representation

  6. Reactions and Results: Popular Culture • Male characters are more likely to be heroes and main characters with big muscles, great power and lots of abilities. • Female characters are likely to be shown as sexy, innocent and frequently wearing revealing clothing. • African Americans are shown as entertainers or gangsters, often connected with hip-hop culture. • Marketing strategies show money, sex, and material goods as a sign of status and power

  7. Shallow, yet Profitable • Why are stereotypes so powerful in our society?

  8. Who is the top 1%? Source: TheGrio.com

  9. Strategic Marketing’s Impact • The images our kids see powerfully inform their sense of what is "normal.“ • When kids see the same class, racial and sexual relations portrayed over and over, it reinforces stereotypes. • The characters kids see can become role models • They form judgments about others based on portrayals in video games, advertisements, and on TV.

  10. Occupy: Social Media • Connectivity and Freedom of Speech • Provides a strong voice for weak representation • Advocate and Educate • Communicate your opinions through blogging, tweeting, and updating • Stimulate the youth to use social media by demanding change and boycott bad business • Celebrities and Public Figures will recognize and communicate with Public Relations and sponsorships

  11. http://www.youtube.com/watch?v=HOqRjNXxXBA Questions?

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