TEL-T 2-5 1st Edition Lecture 16The One with the Tipping PointRace and the Media1) The Big Questionsa) Are the media biasedi) Interrace comparison in the media (not the main issue)ii) Relative to real life: is a media issue(1) Systematic biased is how minorities are illustratedb) Is the audience affectedi) How does it influence consumers2) Question #1: Media Bias?a) Headcounts: proportional to realityi) Whites are overrepresented ii) Blacks are proportionally represented iii) Other minorities are underrepresented dramaticallyb) Types of Depictionsi) Personality types, occupations, activitiesii) Stereotypes that may form iii) Variety of depictions(1) Far more within group variability rather than between group variability [in the real world](2) In media: whites have a lot of sub types represented (a) For minorities not many subtypes represented: intelligence, motivation, criminal3) Who’s watching?a) Significant amount of audience segregation within raceb) Different races watch different programs based on their race and the race of the characters they are watching c) Why segmentation is occurring?These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.i) The shows being segmented are actually very similar only difference it’s the color of the castii) Is it necessary?(1) EX. Preacher’s Wife 1996 with Denzel Washington and Whitney Houston bombed(a) Industries conclusion was that the movie was too black lesson reinforced(2) EX. Set it off: all black cast with Queen Latiffa(a) Low budget and low marketing budget(b) Did well with the African American audience and made money by grabbing some of the white audience(i) Lesson: do not pitch black cast to a white audience and keep black movies low budget so they can profitiii) Argument that there is white-washing of the casts of new movies(1) Ex. 21 based on a true story and book however the students and professor in real life were Asian (a) Did not think people would come to see Asians not doing martial arts (2) Industry really looks at race when casting roles(a) EX. Hitch after casting Will Smith as the lead male role they couldn’t have a lead role that was too black or too white picked a woman in the middleiv) Research shows that whites were more likely to watch movie with white cast than the same movie with a black cast(1) 30% racial tipping point(2) Keep minority representation under 30% and whites are content(3) HOWEVER: only thing the race of the cast effected was the perception for who the movie was for(a) Not an effect of racism it is an effect of marketing (b) Ever since 1996 marketing segmentation has effected what certain races think is made for them (c) We have learned that black casted movies are not made for white audiencesv) As long as we have audience segregation the variability of different races is even more extreme4) Question #2: What is the effecta) Humans categorize out of necessity i) It works pretty well with some side effects(1) Person perception: immediately categorized(2) Racial categorization tool is color of skin we do not start from scratch(3) Then we use what we think is relevant, salient, and usefulb) We encounter people through mediai) We use that media to gain informationii) Use more when we have less encounters with certain groupsiii) Effect is strongest on whites because they have less connection with outside groups making the media effect strongerc) Case studies: all in the familyi) Dynamic between older generation during civil rights out of touch ideasii) Was a comedy that made fun of the older