Feminist theory and

studies in race and

sexuality
JOUR 5040, Mass Media Studies and Theories
Stereotyping: “An ordered, more or less
consistent picture of the world, to which our
habits, our tastes, our comforts and our
hopes have adjusted themselves. They may
not be a complete picture of the world, but
they are a picture of a possible world to
which we are adapted.” (Walter Lippmann,
1922)
Schemas are “organized knowledge …
abstracted from prior experiences” used to
process new information and to retrieve
stored information.” (Doris Graber, 1988)


Stereotypes and schemas

Absence in the media of certain groups,
which leads to their marginalization in
society. Lack of coverage and
representation in media symbolically
dismisses these groups as important.
Usually refers to minorities, women,
disabled people, gay, lesbian, bisexual
and transgendered people, people of
different religions and cultural groups.
(Gaye Tuchman, 1978)


Symbolic annihilation
 Liberal feminism: Strives to gain equal rights for women
in a patriarchal society.

 Radical feminism: States women are subjugated by men
and calls on them to bond with other women and create
their own community.

 Socialist feminism: Derived from Marxism, states that
women are an oppressed class in a capitalist, patriarchal
society that benefits men.

 Cultural feminism: Women have a special humanism, a
different value system than men; however, this is not
necessarily a biological difference, it is cultural. (Josephine
Donovan, “Feminist Theory: The intellectual traditions of American feminism,” 1993)


Feminist theory
 Studies have shown women are quoted as
sources only 25 % of the time in front-page
newspaper stories.
 Women tend to fall into stereotypical categories
when quoted in news media: wife, mother,
victim and less often as authoritative and
powerful.
 Women rarely are quoted as experts on television
news shows.
 Only 15 female CEOs in the Fortune 500.
 How are women portrayed in news media? How
do these portrayals affect public perception?


Women’s representation in media

 U.S. population  Texas population
 304 million  24.3 million
 White (not Hispanic)  White (not Hispanic)
66.4% 49.9%
 Latino/Hispanic 15 %  Latino/Hispanic 36 %
 Black 12 %  Black 12.8 %
 Asian 4.4 %  Asian 3.4 %
 Two or more races  Two or more races
1.6% 1.2%
 Native American/Pacific  Native American/Pacific
islander 0.2 % islander 0.1 %
 BOTTOM LINE: U.S. is  BOTTOM LINE: Texas
1/3 people of color is now minority-
 majority


U.S. Census shows diversity

How many stories in the mainstream news
media are about people of color?
What are those stories about?
How are blacks, Hispanics, Asians and people
of other races portrayed in newspapers,
television, Web sites, magazines and other
media?
What sorts of stereotypes are perpetuated?
Should diverse communities be covered in
news media?
Whose job is it to make sure these
communities are covered in news media?


Diversity in media
 U.S.
newspapers: Only 13.4 % of newspaper staffs are
composed of minorities—any minorities. (ASNE,
2009)

 About 37 % of newspaper staffs are composed of
women, a number that has held steady for many
years (ASNE).

 Local television news: Minorities compose 21.8 % of
staffs and the percentage is falling (RTNDA, 2009).

 Women in TV compose 41.4 % of news staffs, an all-
time high (RTNDA).


Diversity in newsrooms
Symbolic annihilation: groups are trivialized
or not acknowledged when they do not
appear in media. Can apply to women,
minorities, non-mainstream religions, the
poor, GLBT people.
When the same news is covered because it is
considered important, what becomes of
groups that are not covered in news media?
Are middle-aged, white males the focus of too
much coverage?
How can coverage change and who should
change it if it should be changed?


Absence from media