Communication Issues: Stereotype and the Media

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Communication Issues:

Stereotype and the Media

Introduction

Stereotype is common and prevalent in today’s society. It is defined as a simplified and common image of a group of people “regardless of the actual degree of variation within the [group]” (Jones & Gerard, 1967, p.719). “Once a person is identified within that group, his own individuality tends to be overlooked, and the characteristics of the group are attributed to him with little qualification” (Raven & Rubin, 1976, p.517).

The term “stereotype” is closely linked with the terms “prejudice” and “discrimination (Refer to Appendix 1). Prejudice is a negative attitude felt towards an out-group; discrimination is a negative behaviour carried out towards the out-group. “Being prejudiced shows both negative beliefs and attitudes about an out-group and allows individuals to reject groups of people categorically” (Romero & Roberts, 1998, p. 641).

Whether it is done consciously or not, stereotyping happens because of many reasons. Although stereotyping can be offensive and disrespectful, it can create both a negative and positive social identity; a major factor contributing to stereotype is the media’s portrayal of these certain groups of people.

Examples of well-known stereotypes include racial or ethnic stereotype, gender stereotype, age stereotype, stereotype against people with physical disabilities and stereotype towards people from a certain income group. In this research paper, the group will be focusing largely on ethnic stereotype (i.e. against Malays or Indians) and age stereotype (i.e. against the aged or the “yuppie” group). The first portion of this paper will cover how these groups are represented in the local media and how these representations are superficial.


A superficial representation of two minority groups

“ A superficial representation of ethnic minorities produces and reproduces superficial understandings of ethnicity that, though instantly gratifying, may lead in the longer term to serious problems in ethnic relations” 

– Assistant Professor Kenneth Paul Tan (2002). “Ethnic Representation On Local Film and Television,” paper presented at the Institute of Policy Studies Research Forum.

In local sitcoms, Malays are often depicted as being lazy; not well-learned; hold low-paying jobs; have a tendency to indulge in vices like taking drugs and drinking alcohol; coming from broken families.

To substantiate some of the above points, a few examples will be drawn from Singapore’s popular sitcom Under One Roof. Two characters that will always be fondly remembered by Under One Roof fans are Yusof and Rosna – the Malay couple who are close friends of the Tan family.

The character Yusof is played by local actor Zaibo while his on-screen wife Rosna is played by Salim. In the sitcom, Salim is portrayed as a “typical” housewife who loves to gossip and complain. Her command of English is far from good and very frequently punctuated by common Malay terms. Zaibo’s character sells mee rebus at a hawker centre and, like Salim’s character, is incapable of stringing more than two sentences without using Singapore colloquial.

Irrefutably, the portrayal of Yusof and Rosna served its purpose in injecting humour to the sitcom, however, at what price? There are many Malays out there carving a name for themselves and holding managerial positions. Likewise, there are also members, though a small number, from the Malay committee holding positions in the Parliament (e.g. Dr. Mohamad Maliki Osman, MP for Sembawang GRC). These representations of the Malay committee are never portrayed in sitcoms for obvious reasons that they are no cause for humour.

Superficial generalisations of Malays will not only enforce but also strengthen the perceptions of members from other races that Malays are what they are perceived to be – lazy people who are incapable of earning themselves higher paying jobs. These generalisations will cultivate a mentality among non - Malays that goes against the government’s constant preaches of racial harmony and cohesiveness.

Another group of people that is often stereotyped is the “yuppie” group. This is the term given to twenty-something Singaporeans who converse mainly in English. This group of people are perceived to be “loose” with both their money and their morals; have little regard for traditions; have a tendency to adopt all things American for example colloquial, attitude and dressing; have a liking for cafes and clubs.

Examples can be found in the characters of MediaCorp 5’s Oh Carol. The story and episodes revolve around the main character, Carol, starring Hong Kong veteran actress Carol Cheng. Carol is portrayed as a single in her late twenties working for an advertising company. She stars alongside co-stars like Kumar who acts as her good friend and fellow advertising colleague. The characters converse in well-spoken English occasionally spiced up with American colloquial like “Oh please!” or “This/That is so gross!” There was one episode where one of the actresses showed how she used her body to win clients’ approval (i.e. bending down and conveniently revealing her cleavage or suggestively biting the tip of a pencil). This portrayal showed that the character had no qualms about using her body to gain advantage of a situation.

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Likewise, in MediaCorp 8’s drama serials and sitcoms, characters in that particular age group are portrayed in a similar fashion – wearing fashionably figure-hugging clothes; hipster jeans with designer sunglasses perched stylishly on their heads. These dressing styles are very alike the Hollywood stars that grace our movie screens and magazine covers.

However this group’s inaccurate and over generalised portrayal in the media has led to the society “expecting” certain behaviours from them. For example, a twenty-something female executive who rises to the top will be accused of sleeping her way to the top because this “loose” behaviour ...

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