Module 2 Readings!

So far the readings in Module 2 have discussed many of the inequalities that we as a society are facing today. It discusses many of the minority groups that are being underrepresented in our media. From those with a different gender, ethnicity, or even sexual orientation, these readings address these inequalities.

In the first reading The Inversion of Visibility, talks about parents and teachers coming together and having a real discussion about what is really wrong with education today. The focus of the reading is on accountability. The author uses the term “spotlight” to represent accountability. Tollefson writes that the spotlight is being controlled by those higher up than just the teachers and parents. The spotlight is shining so brightly on certain individuals and is being used as a distraction from those behind the “spotlight” who are avoiding any and all accountability. There was a line in the text that read, “I have suggested that the biggest problem we are facing as a society is that we have a hard time believing in possibility and imagining that things could be otherwise.” Now this was referring to the pressures teachers are under and the lack of resistance that is being shown by teachers. However it also relates to the videos we watched earlier in the module. In the extended barnyard discussion there were couples of videos that introduced us to the concept of a “troupe.” In short a troupe is a common pattern in a story, more specifically the troupe that we were introduced to was the “smurfette principle.” This is the tendency of works of fiction to have only one female character among many male characters. Even though women make up 50% of the population they are still very underrepresented. They question that followed this statement in the video was, why? Why are women still so underrepresented? Especially during a time where many would say that man and women are “equal.” I think that this is when the reading and video connect. Men and male traits are so represented in the media and throughout our society that we see them as the norm, and because these characteristics are so ingrained in our worlds we have a hard time imagining that things can be different. The media is used as a tool, it is used to “represent” what is going on in our society, and when minority groups, like women, are only being the role of being the supporting character of the man it keeps women stuck in that role in real life as well. Women should have better representation in the media, showing a more of a contribution to society.

Similar to how women are underrepresented in the media, author Larry Gross writes from the minority perspective. Gross elaborates on sexual minorities (gay men and lesbian women) and how the media has been used as a tool to establish who is powerful and who is powerless. “….certainly it is the case that non-representation maintains the powerless status of groups that do not possess significant material or political power bases” (Gross 406). He is saying that those who the media chooses to represent are those who have power, and those who the media continues not to represent are those who remain powerless. The media is the gatekeeper in regards to who is being represented, and how they are being represented. Gross says that the media is a representation of “what is” therefore we see TV shows, games, music and commercials all share specific similar values and when those values are challenged those who are challenging them (in this case sexual minorities) are seen as immoral or wrong. This article really shows the effect that the media has on not only sexual minorities, but minority groups as a whole… If these groups, whether they be ethnic or sexual minorities, continue to be under and misrepresented (i.e. using stereotypes when casting roles: the Hispanic maid) these groups will continue to be “symbolically annihilated.” Gross writes from more of constructionist point of view. He writes about the negative aspects of media and how it can be used to put/keep people down but I think that he also thinks it can be used as a tool to help spread more diversity as well.

Another author who leans more towards the constructivists’ perspective was Carlos Cortes. Cortes wrote The Children are watching. He introduces stereotypes first by what they are not rather that the traditional definition. He did this because a lot of times people can often get stereotypes and other words confused. For example, Cortes brings up three concepts that people often confuse with stereotypes. The first was generalizations. He goes on to say that generalizations are not stereotypes, therefore when people say that we need not “generalize” it doesn’t make sense, because we use general ideas/statements as a way to apply previous knowledge with a new situation. The second concept he used was labels. Cotes writes that encouraging people to stop “labeling” is the wrong idea. “…labels are inevitable. Without them, we could not communicate” (Cotes 150). This is because we use labels to communicate a general idea to another person. Cortes uses the example of “light” he is able to ask someone to “turn on the light” without having to explain what a light and light switch are, using labels as an effective means of communication. The last concept he used was depictions. A depiction is how someone or a group of people are portrayed. People often use the words stereotype and depict interchangeably, however one must recognize that depictions aren’t always stereotypes. What really separates depictions from stereotypes is the frequency of occurrences. Cortes writes, “In order for a social stereotype to exist, it must be widely held” (154). Cortes also goes on to say that it is actually the responsibility of the schools to teach all of these concepts in detail, giving students the skills necessary to analyze forms of media, and decide which, if any, concepts are being used. “In fact, one central role of schools is to help students learn what a generalization is….and how to apply them to new situations” (148), writes Cortes. It is because of the lack of awareness as to what these four terms really mean that lead to confusion among people. Instead using the words interchangeably teaches them separately show children the difference and helps them build their skills and strengthen their ability to differentiate between them.

Unlike the writings of Cortes and Gross the article on advertising to children and teens was written from more of a protectionist point of view. The reading discusses the different tools the media uses to advertise merchandise to children. The text goes into detail about the several different methods that are being used to expose children and teens to different products. From the more traditional method, using commercials to advertise products, to more progressive ways like product placement in shows and games, to avergaming. In 2007 Moore and Rideout wrote, “Advergames are games that are created by a firm for the explicit purpose of promoting one more of its brands” (10). Over the past few years TV viewing has shifted from “live programming” where individuals or families are watching shows as they air, to using either ad-free devices or recorded shows, where you can skip through the ads. In order to be able to change with the times companies are changing their methods of advertising. Since people are able to skip through or avoid ads altogether now, companies are using appealing tactics to draw children and teens in. For example, branded website have been created that include a lot of content that is appealing to the younger audience, these sites include music and fashion to branded games, all aimed at attracting kids/teens who will then invite their friends to the site, and they will get brand recognition that way. The article really shows how manipulative media can be, especially because it is aimed at children, who are often targeted. The text concludes with recommendations to how we can monitor the changing ways of advertising and ultimately the effects it may have long term for children and teens.

I thought the article readings this week were a good mixture of those who leaned more towards to protectionist point of view. I liked how at least one of the readings was being written from a minority point of view, as it shed a new light on minority groups and even referenced a group that is often overseen in the “minority world” that being sexual minorities. As I continue to read I feel that more often than not media gets a bad rap for much of the negative things that happen in our world today, however there are a lot of different contributing factors that I think are ignored a lot of the time, by just quickly blaming TV shows or commercials. These readings are continuing to show little by little the positive and negative effects media may have on not only individuals, like children and teens, but the effects it has on our society as a whole. There are people and companies out there who target individuals, especially those who aren’t media literate, using their lack of knowledge against them. For example, applying one of the 15 strategies that Hausman addresses, but there are also companies and people who are looking to expand the minds of others, exhibit equality with equal representation in the media, and who are looking to spread diversity.