zack ross -the media-zack ross ©2010

Zachary RossSociology

The media is one of the most powerful forces created by humans in the context of developing and changing ones ideology, perspective, communication, and socialization; such a powerful medium at the hands of a few to disburse its content to the general population. Our view of life, culture, heritage, and the great beyond relies heavily upon what we see through television, the internet, on the radio, newspapers, magazines, and other forms of media channels.

Minorities and women are constantly being exploited in everyday advertisements.

Gimmicks are used in order to sell products.

Such gimmicks seem to enforce racial stereotypes and to view women in a negative manner.

Commercials of such content are routinely aired during sporting events, when the majority of the viewers are male.

These advertisements present women as a goal, a trophy if you will, that can only be attained with the proper product.

Women are taught to know their place in society through advertisements.

Male dominance and masculinity is a current theme.

Usually an attractive young lady being swept off her feet by a less than attractive man is used often.

Most ads do not engage us with the proper information gathering to make a concise and clear decisions.

Though there are no racial slurs uttered, the entire advertisement perpetuates stereotypes of the African-American community, and minorities.

Advertisements insinuate that certain groups are more inferior/superior than others.

Advertisers are groups and individuals who wish to make a profit first and foremost; and also to increase shareholders value, which will keep them happy. They are not concerned with discrimination and biases asserted within the ads themselves. Playing on stereotypes and gender roles are what they do to capture a particular audience, and to influence new ones. The media is a power medium to improve our society with information and technology, but is also the biggest form of a “destroyer” of positive values, ethics, and human rights.

http://www.youtube.com/watch?v=RomrbdmGzdM&feature=related