Stereotyping in Media

The last couple of decades have seen the effects of the feminism movement of the 60s and 70s bear fruit as gender equality is finally being acknowledged in stages. Women now are no longer considered weak, powerless or dependent on men to support their living. The moment you switch on the TV, radio or flip a magazine, however, those old chauvinistic ghosts of the past start haunting rapidly without mercy. Men are portrayed as the stronger sex, physically at the very least. Wives keep pestering their husbands desperately for attention and affection as though they cannot go through their day without their husbands compliment them.

These are the kind of stereotypes that are very apparent on the media, especially when it comes to advertising, entertainment and news reporting as suggested by the Media Awareness Network (2007).

An article in a local newspaper ("Dancing in the Streets") chronicles the activities of “shufflers” in the heart of the city during weekends. The article also conveniently defines how “shufflers” are “supposed to look like”. As though they are not content enough with that, the writer goes on to elaborate on how “hardcore metalheads” in that area tend to fashion themselves, complete with mention of “dress sense, piercings, and punkish hairstyles”.

These forms of stereotype is not merely prevalent in Malaysia, in fact it is alive and well even in developed countries. BBC news published a report on 1 August 2008 about Stafford Member of Parliament (MP) requesting the media to publish more favourable and positive reports about the youth since they have always been unfairly victimized ("Youth stereotype unfair, says MP"). The problems with these stereotypical points of view is that it categorizes very different people together, could transform assumptions about other groups into “realities”, be used to justify those in power, and perpetuate social prejudice and equality. All this is while the groups that are being stereotyped are helpless to have a say themselves.

Reference

(2007). Media Stereotyping. Available: http://www.media-awareness.ca/english/issues/stereotyping/index.cfm. Last accessed 12 November 2008.

Ian Yee. (2008). Dancing in the streets. Available: http://thestar.com.my/youth2/story.asp?file=/2008/4/23/youth2/21013670&sec=youth2. Last accessed 12 November 2008.

(2007). Youth stereotype 'unfair' says MP. Available: http://news.bbc.co.uk/2/hi/uk_news/england/staffordshire/6925425.stm. Last accessed 12 November 2008.