Exercises
Essay question
Examine the ways in which the mass media construct and reinforce
social stereotypes around gender, ethnicity, and age.
Exercise on using evidence
Question - What type of evidence is used to support the assertion that
"the media frequently present Europeans as the dominant group whose
values and cultural behaviours are the Australian way of life"?
The media frequently present Europeans as the dominant group whose
values and cultural behaviours are the Australian way of life, meanwhile
marginalising various ethnic minorities and depicting them as "others"
(Jackson, 1996: 66). This systematic stereotyping is achieved through
both the extent and the type of representation various ethnic groups
receive (Campbell, 1995: 69). The mere fact that the majority of people
appearing in the media are European Australians positions viewers to
associate the typical Australian with European origins (Jakubowicz, et al.,
1994:79). A lucid example of this is the ethnicity of residents on such
shows as Neighbours and Home and Away - the fact that almost all of
them are of European descent reinforces a perception of normality as
being European
Feedback
To support the assertion that "the media frequently present Europeans
as the dominant group whose values and cultural behaviours are the
Australian way of life", the student draws first on empirical studies
that have counted and analysed the extent and type of representations
in the media. (Although she does not report the exact figures, which
would be useful.)
The student then provides a useful illustration of this point in an
example from her own experience of two television programs. It is
important to note that this experience can be corroborated, as the
program is available for assessment by others.
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Exercise on structuring an argument
Introduction:
Here is an example of an introduction to the essay.
Sample introduction
[1] Communication has always been an important part of human social
interaction but with the advent of the twentieth century, information has
become a global, technological entity. [2] Mass media is the term used
to describe human communication systems that employ technology to
reach large audiences. [3] These systems have been developed and
improved during the twentieth century - communication systems such as
print journalism, film, broadcast radio, television and now the internet.
[4] Generally the mass media sees itself as quite different from "high
culture" (eg art, poetry, literature etc). [5] However, Goodall (1995)
suggest that a more complex picture of the mass media has developed.
[6] He suggests that there is a distinction to be made within the media
framework; one between "high" culture and popular culture. [7] For
example, between art-house films and popular Hollywood cinema,
between so-called "quality" press and tabloid journalism, and between
non-commercial and commercial television. [8] So when looking at the
ways in which mass media construct and reinforce social stereotypes,
this essay will focus on the mass media of popular culture.
Feedback: This introduction focuses on defining the mass media, and
does so well. However, it does not refer to the main topic - stereotypes
and the ways in which media construct and reinforce these - until the last
sentence, Sentence 8. This again functions reasonably well as an intro,
but more of an emphasis could be placed on the idea of social
stereotyping and its relationship to the mass media. The extended
definition of mass media (Sentences 1-7) could be reduced in this
introduction, with the remaining material placed in the body of the essay.
Conclusion:
Here is an example of a conclusion to the essay.
Sample conclusion
Question - Does it address the main themes of the topic? Can you
identify words and phrases that tie the introduction to the topic? If so, tick
the boxes of the important words below.
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The sense of naturalness with which the media portray the "reality" of the
modern world allow them to create oversimplified assumptions in the
minds of their audiences. The formulaic use of labels, symbols and binary
codes, coupled with omissions or over-exposure of various images and
construct patterns of characterisation, and thereby objectify groups into
the distinct boundaries of a stereotype (Elliot, 1996:3). Ultimately, the
continuous recycling of particular ideas and visual representations
influences audiences to internalize these portrayals as their own, and to
thereby validate the values and attitudes disseminated by the media
(Thwaites, Davis, and Mules, 1994: 170). As Walter Lippmann wrote, "
Whether right or wrong, ... imagination is shaped by the pictures
seen...Consequently, they lead to stereotypes that are hard to shake"
(Elliot, 1996:3).
Feedback: This conclusion focuses quite specifically on the topic
question; that is on the ways in which the mass media creates new or
strengthens existing stereotypes.
On linking your points:
Question 1
Considering the essay question, read the following paragraph from the
body of the essay:
Paragraph 1
Drewiany (1996: 88-91) looked at an American study of commercials
played during Super Bowls between 1989 and 1994. The statistics in this
study suggest that gender stereotypes do dominate in advertising. Men
appeared in (80%) and had the major role in (54%) of commercials
compared with women (45% and 11% respectively). She also found male
celebrities easily outnumbered female celebrities; men were the "voices
of authority" - that is, the unseen announcers were nearly always men;
very few women had a major role as a career woman, most were only in
the background if seen in a career role at all. Furthermore, women were
predominantly portrayed as comforters and carers, whereas fathers were
companions, they were more fun, sharing their children's entertainment,
playing ball, etc.
Question 1 - What do you think is the main theme of this paragraph?
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Feedback: This is clearly an explanation of the results of a study
undertaken about the content of commercials held during a sporting
event. But what about it? How does it relate to the topic? It provides
empirical evidence (see Topic 1), but evidence of what? This paragraph
needs a sentence at the beginning to place the study in context.
Question 2 - What would be a good sentence to begin this paragraph?
Feedback: Here is one example of an introductory sentence for this
paragraph
Commercial television relies on the sale of advertising for its survival,
and stereotypes clearly dominate within this form of advertising.
Drewiany (1996: 88-91) looked at an American study of commercials
played during Super Bowls between 1989 and 1994. The statistics in this
study suggest that gender stereotypes do dominate in advertising. Men
appeared in (80%) and had the major role in (54%) of commercials
compared with women (45% and 11% respectively). She also found male
celebrities easily outnumbered female celebrities; men were the "voices
of authority" - that is, the unseen announcers were nearly always men;
very few women had a major role as a career woman, most were only in
the background if seen in a career role at all. Furthermore, women were
predominantly portrayed as comforters and carers, whereas fathers were
companions, they were more fun, sharing their children's entertainment,
playing ball, etc.
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