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chomsky A Social Cognitive Approach to Studying Racial Stereotyping in the Mass Media Travis L. Dixon, Assistant Professor, Communication Studies Faculty Associate,
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Submitted by cuje on July 3, 2007
Category: Philosophy
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A Social Cognitive Approach to Studying Racial
Stereotyping in the Mass Media
Travis L. Dixon, Assistant Professor, Communication Studies Faculty Associate, Institute for
Social Research, The University of Michigan
Although there have been examples of counter-stereotypical programming, such as The
Cosby Show, it can reasonably be argued that television still frequently portrays Blacks in a
stereotypical manner (Dates & Barlow, 1990; Evuleocha & Ugbah, 1989; Graves, 1993).
Dates and Barlow (1990), for example, have reported that Blacks are often portrayed as less
competent than Whites and have less "serious" roles than their White counterparts. Critics
argue that these stereotypes can have the effect of communicating misinformation about
Blacks. This misinformation is then used by Whites to make social judgments about African
Americans (Graves, 1993).
Four primary stereotypes of African Americans have pervaded the airwaves of both television
and film since their conception. The first is the "mammy" who represents a good wholesome
caretaker of Whites, yet a mean and insensitive presence in her own family life. The second
is the "coon", who represents Black ineptness at living successfully in White society. The
third is the "Tom", who is an apologist for slavery. The final is the "Buck", who represents the
violent and uncontrollable Black. According to several scholars, these stereotypes have a
long history and are part of a social hierarchy which denigrates Blacks in American society
(Bogle, 1990; Seiter, 1986).
Documenting the Media Stereotypes
Although critical and cultural studies researchers have discussed the role of stereotyping
from a qualitative perspective (Seiter, 1986), it is important to review the empirical
documentation of Black media portrayals in content analyses. Doing this serves two
...
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