THE. MEDIA PERPETUATES RACE AND GENDER STEREOTYPES!!!!!!

The biggest difference between your generation and older generations is the power of propaganda, but more specifically the media. The media perpetuates race and gender stereotypes. The media influences our perception of the general population to change drastically. Ads aim to target different demographics within the realm of race and gender. The parties involved with gender are men and women. Also, the parties involved with race are African-Americans, Caucasians, Asians, and Hispanics. In ads, these demographics are portrayed conveying a host of emotions. These emotions are shown through inappropriate behavior and thought provoking mannerisms. The media is responsible for this alteration in code of conduct and attitude. In a matriarchal advertisement, women are depicted as dominant forces, while men are depicted as passive. In a patriarchal advertisement, men are depicted as dominant forces whereas women are depicted as submissive. In beverage-centered ads, women are predominantly illustrated as being passive individuals whereas men are illustrated as being assertive individuals. Similarly, In African-American-centered ads, blacks are mainly represented as urban individuals. African Americans are primarily depicted as being linked to metropolitan settings. In Caucasian-based ads, whites are represented as rural people. Furthermore Caucasians are linked to suburban settings. Specifically, blacks are predominantly seen in street wear, whereas whites are predominantly dressed preppy in ads. On one hand, Asians are predominantly portrayed as having lackluster or dull personalities. On the other hand, Hispanics are symbolized as having radiant, or outgoing personalities. Asians are primarily portrayed as dull or mundane scenes. Hispanics are mainly portrayed in lively scenes. Particularly, Asians tend to be shown wearing plain clothing in ads whereas Hispanics are shown wearing colorful clothing in ads. These distinctions show that there are differences between social classes or cliques. Individuals are placed in a hierarchical pyramid system according to their background or image. A handful of people are at the top, a large portion of people are in the middle, an infinite amount of people are perceived to be at the bottom and a number of people lie somewhere in between these levels of divisions. Evidently, ads speak volumes about a designated audience, culture or group. Some of these messages are hidden and ambiguous while others can are observable and obvious. Through inhumane character and mind-raging gestures and facial expressions, the media communicates various notions about race and gender. The media is responsible for the stigmas attached to race and gender, which, in turn perpetuates race and gender stereotypes. Within society, the media shapes our views of how a person should act according to their race and gender.