Racial Stereotypes

Although demeaning and offensive racial stereotypes were pervasive in popular media of every kind during the 20th century, most observers would agree that the media is much more sensitive to representations of race today. But the pernicious effects of that stereotyping live on in the new racism arising from disparities in the treatment of stories involving whites and people of color in a ratings-driven news market, media-enhanced isolationism as a result of narrowcasting, and other sources. This paper examines the role media has in the perpetuation of racism in Canada through stereotypes. A background to the topic of racism in Canada is offered first where concepts such as the other, whiteness, and white privilege are explored. These concepts are than linked to demonstrate the cognitive processes involved in stereotype formation and transmission. Additionally the perpetuation of racial stereotypes is explored as several case studies are presented which have indicated the persistence of racial stereotypes in the media. Evidently, the paper will examine stereotypes in media such as television, cinema, news, and advertising. Racism in Canada has been demonstrated clearly by the sense of “whiteness” or white privilege. Just as there are racial identities of color in Canada, there is also a white racial identity. Peggy McIntosh, in her article “Unpacking the Invisible Knapsack, has defined the concept as a “packet of unearned assets that white people could count on cashing each day, and about which they were meant to ream oblivious” (McIntosh, 1990). In her article, Peggy McIntosh had listed some privileges put forth by being white. She talked for instance about her being financially reliable just by appearance, simply because of the color of her skin; or her being sure to not be single out whenever she is pulled out by the police or the IRS; or her again being sure to get legal or medical assistance whenever she needs it, all these simple because she was a white

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