A stereotype is a conventional image of a person or group. Stereotypes generally conform to a pattern of dress or behaviour. A BBC news article entitled ‘How entertainment changed: the media and multicultural Britain’ addressing how the media has changed over time and gives statistics from a recent survey to the public, to their (ethnic minorities) opinions on how they are represented in the media, and also how the overall public view the media’s representations.
The results were promising inasmuch as the public suggested there was improvement. However, there is apparently, still a lingering feeling that Britain has ‘a long way to go’ before its multiculturalism is represented properly and effectively in the media.
This is relevant to the point of research since it discusses how society is responding to what the media is involving, and if it is improving or not. Since there is such a dynamic response, it suggests that stereotypes do exist, and that there has been negative representation of ethnic groups. It also gives evidence to suggest that this representation has caused a problem – it has effected audience perception of sub-cultures in society. We come to expect certain behaviour or values without looking at the bigger picture, through which the media tends to overlook.
The third concept is racism. The belief that race accounts for differences in human character or ability and that a particular race is superior to others is racism.
The contextual research included in this is; ‘Racism and the press’ by Van Dijk in 1991.
Here he analyses the reporting of ethnic issues in 1985 & 1989, in which the press, (especially the tabloids) portrayed black people as a ‘problem’ and a ‘threat’ to mainstream society.
The collected findings of both pieces of research generally give a depressing reading. Under-representation and stereotypical characterisation within entertainment genres and negative, problem-orientated portrayal within factuality and news forms, and a tendency to ignore structural inequalities are recurring research findings when looking into the media.
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Main Method of Research
Using the interpretavist method, I am going to use a semi-structured interview in this research; in which I will be showing participants a photo and then be asking closed and open questions. The photo is an image of a white policeman and a black male in ordinary clothes, running. The two men are in fact both policeman but it could be interpreted as a policeman chasing a black man.
The reason for doing this is because it will be more practical for what I want to achieve. I will be observing initial reactions to the photo, and then elaborating on the reasons why. When showing the photo to my sample, I will have to be aware of the way in which I phrase the question, as I do not want to lead the participants’ response. It is very important, as it will suggest the way in which the interview will proceed, and the questions asked.
The initial reaction of the photo will suggest stereotyping, but will not cover racism factors in the media. Therefore, I will offer the participant to share what they think the differences are between racism and stereotyping, and through this be able to figure out which of which exists, or if indeed both through further open and closed questioning.
I will be asking specific questions about stereotyping and racism, and also allow the participants to share more in depth opinions on this topic, in which I can later compare to getting both qualitative and quantitative data – similar to my contextual pieces of research, and therefore having both valid and reliable sources.
I am going to use a systematic random sampling method, as I would like to control what age group I ask. The main reason for this being is that younger children may not understand the concept of stereotypes and/or racism, so I am going to be asking people of 16 years and above. The sampling frame will be from class lists in college, a total of 10 participants; with 2 students from each of my 5 classes; the first and last on each register.
The recorded information will produce varied outcomes – inasmuch as it will possibly include changes through age groups and vast opinions on how they view the media’s representations.
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Potential Problems
The aim of the research is not to ask about participants’ own opinions or beliefs, merely their perception of the media. This could cause a problem because this topic could be elaborated in various directions and could cut-off from the main point of having the interview!
Practically, it takes some time to conduct an interview, this meaning that not many interviews can actually take place.
Another factor in consideration is this research cannot be representative; the sample is too small and therefore cannot be generalised to the whole population. This research could be replicated and possibly suggest similarities but due to conditions of an ever-changing society, it is more likely the results could not be found the same.
There is more qualitative information to be collected and therefore it cannot be measured. With closed questions there is the possibility of producing quantitative data, however with this piece of research, the chosen sample is too small to have a general reliability.
One of the main problems with the design method is the variable of ethnicity. I have deliberately chosen not to control this, and therefore could present some problems, with regards to interpretation and also, ethically, it produces a sensitivity; both as a researcher and for the participant.
Another problem of interviewing, especially with disregarding ethnicity, is the effect on perhaps what the interviewee thinks he/she should respond. If race and/or stereotyping is a major issue in society, it is possible that participants will come to generalisations themselves and come to the defence of either their own, or others’ social group.
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(Total 1161)
