Stereotypes in the Media

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Societal Impact of Stereotyping in Advertisements Based on how a person views a specific group’s characteristics, qualities, and personality traits are prime examples of stereotyping. In today’s society, stereotyping has become a very sensitive subject. Author Yuki Fujioka defined stereotyping as “cognitive structures that contain the perceiver’s knowledge, beliefs, and expectancies about some human group” (53). Stereotypes are based on a person’s continuous experience with a specific group, place or culture. While an experience with one person may not be the same with another, the affects of stereotyping has cause many people to be unfortunately associated with others based on their actions. Fujioka explains saying, “once categorized as a member of a certain group, an individual is expected to posses the same characteristics (stereotypes) of a that group and is elevated on the basis of category-based attributes” (53). Another problem includes racial stereotypes, which are based on how people perceive certain ethnic groups. However, some ethnicities have a negative stereotype based on how certain people from their culture have acted in the past. Many different ethnicities have their share of negative stereotypes; African Americans are loud and dangerous, Mexicans are lazy and cannot speak proper English, and Japanese people are seen as shrewd and sly. While it’s not a positive perception these people to have, it doesn’t help that the media is also promoting these perceptions in order to support their advertisements. Kamalipour and Carilli speak about how media influence has changed throughout the years, due to the increased use of technology in today’s society. They continue to say how it is harder for us to escape advertisements as “the modern technology media have permeated practically every aspect of our daily lives. (3)” When watching an advertisement, we
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