AS Media, Representation, Ethnicity, WJEC

1. Representation of
Ethnicity continued…

2. Learning Objectives…
• To discuss the way that African Americans are
represented within different media texts
• To understand two new media theories
related to ethnicity in the media
• To textually analyse one media text in terms of
representation of ethnicity

3. What do these characters have in
common?

4. Recap - What stereotypes are often
associated with African Americans?

9. Alvarado Theory (1987)
Four Key Themes in Racial Representations:
• Exotic
• Dangerous
• Humorous
• Pitied

10. The Exotic
• Ethnic groups are seen as exotic or
being ‘the other’ and are
represented as being strange or
unusual. It is assumed that the
dominant reading of the audience
will be from the point of view of
white people, referred to as the
‘white eye’ (Hall 1990).

11. The Dangerous
• Minorities are sometimes represented as a
threat to society. The news and other media
may present these groups as taking advantage
of a society and exposes, in some cases, an
underlying institutional racism.

12. The Humorous
• In the 1970s, race was a major vehicle for
comedy. Programs removed the threat of
different races by making them the butt of the
jokes. There is evidence of a more positive
change.

13. The Pitied
• Representation of ethnic groups may be as
deprived groups or victims of natural disasters
like, famine, floods, and sometimes conflicts.
Images of children are often used by charities
to gain sympathy.

14. Tokenism
Tokenism is a practice of limited inclusion or artistic
and/or political representation of members of a
traditionally marginalised group, usually creating a false
appearance of inclusive practices rather than
discrimination.
These characters are often represented as blue collar
workers.
E.G – Purposely including a member of a minority race
such as a black character in an all white cast

20. Also worth considering…
• Middle Eastern origin

27. • Homeland
https://www.youtube.com/watch?v=CJoEz38T
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• Karate Kid
https://www.youtube.com/watch?v=2Smmxv
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