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Stereotype Content and the African American Viewer: An Examination of African Americans’ Stereotyped Perceptions of Fictional Media Characters

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Abstract:

An extensive body of research has illustrated the various ways in which media can help form perceptions of various social groups. Theories such as cultivation, stereotype theory, social learning and social identity theory, all discuss how viewers can internalize and project what they see presented in media, to what they believe to exist in reality. But many of these theories pay less extensive attention to both negative and positive stereotypes, and perceptions of multiple social groups within the same context. Likewise, research ahs less frequently examined the perceptions of marginalized social groups held by African American media viewers. The present study examines the underlying dimensions of stereotype by applying to the stereotype content model (SCM), as it applies to African Americans’ perceptions of media representations of their own group and of other groups.

Most Common Document Word Stems:

stereotyp (134), media (111), group (111), charact (85), model (67), compet (63), cluster (62), american (59), content (54), social (52), african (49), percept (49), warmth (38), perceiv (35), use (34), present (33), m (31), research (31), examin (30), posit (30), one (30),

Author's Keywords:

stereotype content, person perception, psychological effects of entertainment
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Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Sanders, Meghan. "Stereotype Content and the African American Viewer: An Examination of African Americans’ Stereotyped Perceptions of Fictional Media Characters" Paper presented at the annual meeting of the International Communication Association, Marriott, Chicago, IL, May 21, 2009 <Not Available>. 2017-09-11 <http://citation.allacademic.com/meta/p297403_index.html>

APA Citation:

Sanders, M. S. , 2009-05-21 "Stereotype Content and the African American Viewer: An Examination of African Americans’ Stereotyped Perceptions of Fictional Media Characters" Paper presented at the annual meeting of the International Communication Association, Marriott, Chicago, IL Online <APPLICATION/PDF>. 2017-09-11 from http://citation.allacademic.com/meta/p297403_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: An extensive body of research has illustrated the various ways in which media can help form perceptions of various social groups. Theories such as cultivation, stereotype theory, social learning and social identity theory, all discuss how viewers can internalize and project what they see presented in media, to what they believe to exist in reality. But many of these theories pay less extensive attention to both negative and positive stereotypes, and perceptions of multiple social groups within the same context. Likewise, research ahs less frequently examined the perceptions of marginalized social groups held by African American media viewers. The present study examines the underlying dimensions of stereotype by applying to the stereotype content model (SCM), as it applies to African Americans’ perceptions of media representations of their own group and of other groups.


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