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Reproductions Supplied by EDRS Are the Best That Can Be Made from the Original Document DOCUMENT RESUME ED 447 550 CS 510 467 TITLE Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (83rd, Phoenix, Arizona, August 9-12, 2000). Minorities and Communication Division. INSTITUTION Association for Education in Journalism and Mass Communication. PUB DATE 2000-08-00 NOTE 299p.; For other sections of this proceedings, see CS 510 451-470. PUB TYPE Collected Works - Proceedings (021) EDRS PRICE MF01/PC12 Plus Postage. DESCRIPTORS Blacks; Body Image; Crime; Diversity (Institutional); Females; Higher Education; Hispanic Americans; *Journalism Education; *Mass Media Effects; Newspapers; Presidential Campaigns (United States); Programming (Broadcast); Sex Stereotypes; Television; Television Commercials; Victims of Crime IDENTIFIERS African Americans; Federal Communications Commission; Media Coverage; Spanish Language Only Television; Television News; Web Sites ABSTRACT The Minorities and Communication Division section of the proceedings contains the following 10 papers: "Gender Stereotypes and Race in Music Videos: Cultivating Unreality" (Helena K. Sarkio); "Copycats, Conspirators and Bigots: Themes in Southern, Northern and Western Newspaper Editorial Portrayals of the Black Church-Burning Crisis" (Sharon Bramlett-Solomon); "Pointing Fingers: Victim Blaming and News Coverage of African-Americans, Health and Public Policy in Two Major Metropolitan Newspapers" (Nicole Myeshia Mikel); "Race and the Praxis of Crime Reporting: A Narrative Paradigm for Portrayals of Deviance" (Craig Maier and Maggie Patterson); "Diversity in Local Television News: A Clogged Pipeline?" (Terry Anzur, Sheila Murphy and Mieke Schechter); "Television Network Diversity Deals and Citizen Group Action in 21st Century Broadcasting Policy" (George L. Daniels); "A Case Study of the Bush and Gore Web Sites 'En Espanol': Building Identification with Hispanic Voters During the 2000 New Hampshire Primary and Iowa Caucuses" (Maria E. Len-Rios); "Justifying the FCC's Minority Preference Policies" (Seung Kwan Ryu); "Media Messages and the Thin Standard: Are African-American Women Receiving the Same Messages?" (Laura I. Collier); and "What a Difference a Channel Makes: Commercial Images in General Market v. Spanish-Language Television" (Jami Armstrong Fullerton and Alice Kendrick). (RS) Reproductions supplied by EDRS are the best that can be made from the original document. Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (83rd, Phoenix, Arizona, August 9-12, 2000). Minorities and Communication Division. U.S. DEPARTMENT OF EDUCATION Office of Educational Research and Improvement PERMISSION TO REPRODUCE AND EDUCATIONAL RESOURCES INFORMATION DISSEMINATE THIS MATERIAL HAS CENTER (ERIC) BEEN GRANTED BY This document has been reproduced as received from the person or organization originating it. Minor changes have been made to improve reproduction quality. BEST COPY AVAILABLE 7t" TO THE EDUCATIONAL RESOURCES Points of view or opinions stated in this document do not necessarily represent INFORMATION CENTER (ERIC) tr) official OERI position or policy. C/D .4 Gender Stereotypes and Race inMusic Videos GENDER STEREOTYPESAND RACE IN MUSICVIDEOS: CULTIVATING UNREALITY Helena K. Sarkiii University of Minnesota School of Journalism and MassCommunication 111 Murphy Hall 206 Church St. S.E. Minneapolis, MN 55455-0418 ph: (612) 543-8382 e-mail: [email protected] Gender Stereotypes and Race in MusicVideos Gender Stereotypes and Race inMusic Videos: Cultivating Unreality Introduction Television is the source of themost broadly shared images andmessages in history. It is the mainstream of thecommon symbolic environment into whichour children are born and in whichwe all live out our lives. Its mass ritual showsno signs of weakening and itsconsequences are increasingly felt around the globe. For most viewers, new types of deliverysystems such as cable, satellite, and VCRs signal even deeper penetration andintegration of the dominant patterns of images and messages into everyday life(Gerbner et al. 17). The objective of this research projectis to contribute to the understandingof how exposure to music videos can cultivate their viewers'conceptions of Caucasian and African- American women and men. Music videosare designed to be watched by large, heterogeneous audiences in a nonselective way over extended periods of time. Decisions to view themdepend mostly on the time of day rather thanon preference for specific music videoprograms. This project demonstrates why it isconsequential to discover how the portrayals of Caucasian and African-Americanwomen and men in music videos differ from each other. Even though research on the possible cultivationphenomenon of gender stereotypes in television began in the early seventies, comparisonsbetween Caucasian and African-Americanwomen and men have rarely been explored in the same study, despitethe fact that racial stereotypes are closely linked with genderstereotypes. Further, gender stereotypes in music videos havenot received much research focus after thenascent charge to examine music videos in the early and mid-eighties. This project also illustrates why genderstereotypes of Caucasian and African-American women and men in music videos need to be explored; themajority of music video viewers are teenagers whose conceptions of Caucasian andAfrican-American women and men might be freely cultivated inone direction or another. This is a consequential direction of researchat a Gender Stereotypes and Race in Music Videos time when teenage culture is extending along never before seen dimensions. In addition, even though the exploration of gender stereotypes on television is not new, this study bestows a novel viewpoint by including the theoretical discussion so often lacking from content analysis studies of gender stereotypes. A premier manifestation of this viewpoint is the fashioning of hypotheses based on previous literature, a commonly lacking aspect of content analysis studies on gender stereotypes. Literature Review Cultivation Theory Cultivation research examines the extent to which television shapes its audience's perception of reality. Although other media can be studied from the cultivation perspective, in the United States the focus has been on television because it is "the country's most pervasive cultural institution and most visible disseminator of cultural symbols" (Morgan and Shanahan 3). When cultivation research first emerged, it was closely identified with the issue of violence, but over the years the topics of cultivation research have varied from sexroles to science and health related issues (2). Replications of cultivation research have been carried out in various countries (2): "Although there is some disagreement in the field of communication regarding thevalidity of cultivation findings, cultivation theory is arguably among the most importantcontributions yet made to general public understanding of media effects" (2). Originally, Gerbner conceived cultivation research as a three-prongedresearch strategy. That approach is utilized in the present project as well, and the present paper presentsthe first of the strategies. However, the order of the strategies is different from the orderof the strategies Gerbner created. Whereas Gerbner started with the institutional processanalysis, followed by the message system analysis, this project starts with the message systemanalysis followed by the institutional process analysis. Gerbner's final strategy, the cultivationanalysis, will be the final strategy of this project, also. The author of the present project assertsthat it is logical to start with examining the most stable, pervasive and recurrent images of Caucasianand African- Gender Stereotypes and Race in Music Videos American women and men in music videos instead of starting with an exploration of the systematic pressures and constraints that affect how those images are selected, produced and distributed, because "content analysis is a necessary first step in establishing what amedium's effects might be" (Brown and Campbell 96). Furthermore, the author of this paper assertsthat the images under study need to be thoroughly examined before their origins canbe fully explored. Consequently, this paper is an inquisition of the most stable, pervasive and recurrent images of Caucasian and African-American women and men in music videos. Theinstitutional process analysis and the cultivation analysis will beundertaken as this project develops. Over the years, the cultivation perspective has been oversimplified. Gerbner'soriginal goal was "to develop an approach to mass communication distinct from thethen-dominant paradigm of persuasion and propaganda research and to escape the scientismand positivism of the 'effects' tradition" (Morgan and Shanahan 4). However, he also felt that thecritical approach associated with the Frankfurt School exaggerated the influence the media have onaudiences' perceptions of reality. According to Gerbner, "Messages implypropositions, assumptions, and points of view that are understandable only in terms of the socialrelationships and contexts in which they are produced" (4). In addition, according to Gerbner, messagesalso reconstitute those relationships and contexts, so they therefore also sustain the structures andpractices that produce them (4). From this arises Gerbner's original meaning of cultivation;"the process within which interaction through messages shapes and sustains the terms on whichthe
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