Media Inequalities Abstract
Today as in the past, mass media plays a very significant role in our lives. Individuals get information about people and places they have never actually met or seen. My research explains the media inequalities shared by minorities and media ownership. It also explains the influence a few companies have over the media industry and how minorities make little progress, whether in front of the camera or in influential positions behind it. In addition, much work has been done to bring forward this issue. With the help of special interest groups and other agencies there is a push to bringing diversity into the mainstream media business.

Thesis
Analysis of the mainstream media reflects inequalities for minorities and women. Of grave concern is the mass media’s negative approach to educating our society through what we perceive is open knowledge in the media, and poor media oversight. The media is undoubtedly important and there is extensive evidence that it both reflects and shapes society and individuals in both positive and negative ways. The issue of control and ownership of the media, and the extent to which this affects society, remain problematic and predominately white male media ownership.

According to the article (Media Stereotyping, 2010) “media stereotypes are inevitable, especially in the advertising, entertainment and news industries, which need as wide an audience as possible to quickly understand information.” The passage of the Telecommunications Act is to let anyone enter into any communications business and let any communications businesses compete in any market against any other (Commission, 2008). The Federal Communications Commission (FCC) needs to be governed and amendments to the Telecommunications Act need to be revised to incorporate new standards. Employment opportunities are down for both minorities and women as well as in the management and broadcasting companies (Commission, 2008). We should be concerned about having the casts on television programs reveal the diversity that exists in society at large and ensuring that news is reported fair. What can be done to change this?
Before I elaborate on new concerns, I will go over the main facts from project one. First, I explained that in an article (“Public Interest”, 2010), “public interest and media justice groups wrote a letter to the FCC Chairman requesting to make diversity in the media and broadband communications top priority.” “The consolidation of Comcast and NBC Universal was a important major concern.” Second, I provided information regarding an article (Social Inequality, n. d.), that said, “that the most common type of media study entailed assessments of media content for its messages about race, sex, social class and other issues of social marginalization.” Third, I gave details about an article (Elliott, 2010), “announcing the 7th Annual Advertising Week in Manhattan.” The noteworthy point of interest was that the conference made diversity in the media an important subject. Fourth, I gave specifics concerning the issues in the article (How the Media has a Negative Influence, n.d.). Based on data the article revealed that, “while diversity affects both minorities and women in the long run women suffer much more because of the negative influence placed on them by the mainstream media.” “Negative influence placed on women consequently, also affects the self-esteem of young girls,” (Coleman, 2010).
To start and to elaborate on the article (“Public Interest,” 2010) with regards to their letter special interest groups referred to the Communications Act stipulations to examine barriers and take steps to eliminate them. The letter further stated that, “historically marginalized communities face countless barriers to their own members’ provisions and ownership of communication services.” In this case I would recommend that public interest groups pursue other avenues other than FCC such as using mass media to address persistent and growing digital divides. When such actions are taken the public becomes more aware that communication infrastructure do not truly reflect our nations’ rich cultural fabric. This should also set in motion for the public and other organizations to push for fair representation for people of color and other ethnic minority groups and women.
Since the 1980s, the FCC has time and again revoked regulations that would assist in adding ownership, diversity, and minorities to the programming of the media (Commission, 2008). Unfortunately, all media to this day are owned by a few companies and the monopolies are greatly damaging media by their “own media” portraits in society (Commission, 2008). In its article (Social Inequality, n. d.) exposed that ownership are overwhelming rich white men who by the way control productions and historically select the “white male characters.” Even though in “advertising” there has been an increase in ethnic diversity characters consequently there has been no improvement in “main character roles” white males are still being selected. Though, we see a slow progress in main character it is an improvement from the ethnicity data collected by the Screen Actors Guild. Data showed that main character roles on television and movies, for diversity groups such as African and Asian Americans and Latinos and other diverse groups had actually declined (Diversity in Media, 1997). A study conducted found that exposure to television or the likes including political talk do have a stereotype influence. Not only that but it appeared to sway policy views (Schemer, Matthes and Wirth, 2009).
“Deregulation results in decreased local programming making large media conglomerates the primary information source,” (In the public Interest, Bishop). Unfortunately, the FCC needs to take action and remove the monopolies that are currently established within the media. The FCC must incorporate government approval during mergers that may violate the anti-trust laws (Commission, 2008). It seems that much of the downgraded options these mass media monopolies are taking are just removing late night and morning media slots and not incorporating minorities in the media. This domination misleads the public media society, which eventually causes a breakdown in trust this must be stopped, and reversed. A positive reversal can happen with the help of the FCC in hopes that financial gain is not the root cause of success.
While reading the sources of the FCC I came upon the fairness doctrine that the FCC, “must be reintroduced to increase diversity and limit dichotomy in U.S. media,” i.e. give equal time to all minorities (Commission, 2008). As average media consumers we can also do our part by expressing our concerns as I did and also encouraged friends to do with The Daily Show issue (Poniewozik, 2010). Imagine the impact it would make if every student taking a course such as Communication and Diversity took the time to express their concerns to the FCC, public interest groups or the mass media. Imagine if we took it a step further to express our enthusiasm to organizers of the Annual Advertising Week by giving them thanks for their great efforts. We can also initiate change through our local community and state levels. There is power in numbers if the public wants to see change it has to start with us. Today, communicating through technology is at an arm’s length away. Recent events in Tunisia and Egypt have shown the world that organizing people through technology i.e. the internet, texting and twitter can help bring change.
A second solution would be to encourage more media organizations to follow steps taken by the organizers of the 7th Annual Advertising Week in Manhattan. The conference was compared by (Elliot, 2010) as a “kind of” Madison Avenue Fashion Week.” Kudos to the organizers! These organizers focused on multicultural marketing and changes in the media and effort to increase the diversity of the industry’s workforce.” Not only that they went through great efforts to spread the conference’s seminars throughout Manhattan a week of boards, talks, presentations, mass media events, party events, and concerts. According to the director; Larry Woodard, the number of events will “get the folks who matter in the room”. Among them, were important people such Roger Goodell, the commissioner of the National Football League, and executives from Nascar, (Elliot, 2010).

A third solution is to expose (Poniewozik, 2010) the fact that late night comedy shows have a poor record of hiring female writers and on air talents. As done so, by Jezebel the women’s culture website who brought up the issue regarding Jon Stewart’s, The Daily Show. What was more disappointing to read is that in an effort to sway opinion, “a letter from the women of the Daily Show stated that 40% of the staff was female.” Jezebel countered with a reply, “stating that was the point they were making- that men hold most of the plum jobs,” (Poniewozik, 2010). This appears to me a cover of by “women” to protect their jobs and to protect the late night comedy shows failures for not hiring women but also their failures for not hiring minorities.

A fourth solution is to press for regulations regarding the negative effects on women. In their article (Turner, Hamilton, Jacobs, Angood and Dwyer, 1997), “presented findings of Garner and colleagues and of the Silverstein and colleagues showed that from the turn of the century throughout 1970s, the standard of physical attractiveness for women presented in the mass media became much thinner and less curvaceous.” This article also revealed that for over 40 years, “Miss America contestants continued to decrease in body size.” Drastically, effecting women’s health and when women are affected so are young girls. There should be significant pressure on Donald Trump and those who have any input in the Miss America Pageant for them to make changes to the weight standards for the contestants. Yesterday, on the Today Show NBC (weekend edition) Miss San Antonio, Texas was being interviewed she claimed she had lost her crown because she had gained weight. The pageant community lost no time to disclaim her story and came up with some other reason to remove her title.

In their study (Nustad, Adams, & Moore, 2008) examined and compared sources of health-related information accessed by female college students. They revealed that, “disordered eating affects over 10 million females in the U.S. the majority affected by this phenomenon are adolescents and young adults.” Mass media “thin body” pressures push young girls and women to seek unreasonable body expectations that drive them to health issues. In another related article (Coleman, 2010) stated that, “common female stereotypes found in the media have a powerful influence over how society views women and how women view themselves.” The article (“How the Media has a Negative,” n. d.) indicated that, “female stereotypes in the media tend to undervalue women as a whole and diminish them to sexual objects and passive human beings.”

There are national organization trying to make children a public priority and pushing for more positive female characters vice undervaluing them. There are thousands of positive female role models. I believe that when young girls are consistently exposed to strong and positive women a positive turn of events can occur. Although, my example is not media related it is an example how positive influence can make an impact in a young child’s life. The following is my personal example. I was on active duty when our command headquarters’ sent an email requesting for a female and male Marine to assist a local middle school. Consequently, I volunteered to assist the 5th grade teacher who had sent out the email. The teacher was having problems with the kids in her class disciplinary, racial and boy/girl crazy issues many of these kids were labeled “problem kids” from the previous school year. The teacher was new to the school district coming from Chicago she had dealt with these types of children in the past. To provide them with a positive goal she decided they needed to achievement something. Her incentive was to have the kids participate in the Presidential Fitness Test that is where I came in. From the beginning of the school year to the end of the school year; three times a week for one hour I worked with the girl’s. The majority of these kids had no positive influence at home or in their neighborhood. At the end of the school year 98% of this 5th grade class passed the Presidential Fitness Test, the grades for every kid in this class improved and not one kid got in trouble that who school year. In fact one child turned in her parents and teenage sister for selling drugs and was removed from the house to live with her grandparents. I honestly believe that constant positive influence does make a difference. If we can apply this type of method to the mainstream media it could make an impact.

In the U.S. we have a major problem with how young girls and women are shown now we see the same happening with video games - women shown wearing revealing clothes. I would recommend that as media consumers we need to push companies such as Best Buy, Target and Wal-Mart etc… to either stop selling video games, movie etc…that show negative images of women or place a buying age limit. I understand that some movies and there plots are the predictors of the movies however, the majority of movies show influential women as authoritative, cold hearted, controlling, single, loud or seeking to prove themselves. It would be nice to see a mainstream media reversal on the image of women. Showing women as they really are is a great start vice and without the condensing images of making women appear as if we are all meek and mild, sensitive and sobbing, helpless and always looking for Mr. Right.

I believe one of the most important solutions for positive changes is the power of the public and special interest groups or similar organization. For example after I read the article by (Poniewozik, 2010) I was disappointed because I am a fan of The Daily Show. I thought if I was required to make recommendations for my assignment then in all fairness I needed to step up to the plate. So, I wrote a letter to Jon Stewart expressing my disappointment about his show’s hiring practice. I also took it a step forward by encouraging three other friends who are Jon Stewart fans. None of us have received a reply but we at least expressed our concerns.
As such, educated citizens must be independent enough to search for information themselves. We are also to blame because when we buy movies, video etc… we are making a contribution to influence the negative. Therefore, I recommend that we curtail our purchasing practice this will have a direct impact on the companies and their advertising. We in society can incorporate tuning in and tuning out. The methodology encourages citizens to “tune-in” to what we believe is factual and morale worth watching. By tuning in, we are allowing the broadcasting numbers to increase and show results (i.e., better for minorities, women, and new cultures). By “tuning-out” we are placing our feet down to “shows” that incorporate white males and this will in turn encourage media changes within.
In conclusion it appears that deregulation is one of the root problems. Action must be taken by citizens to place pressure to re-regulate the media industry. But we should not fully rely on the government to step in and constantly regulate the mainstream media without doing out part. We as consumers can and should demand change in the mass media. The syndicate owners are not going to make changes unless they are pressured to do so. If we let them the issue of control and how they run their media programs and the extent to which it continues to affect society, will remain problematic and predominately a white male media ownership if we do not step in to do our part.
As I stated before, “stereotypes in the media both assist and detract from the cause of diversity in the media.” “The media can at times promote diversity, but the media can also give diversity or particular stereotypes a negative connotation.” “The media assists and detracts from cultural diversity in the world and the workplace,” (Commission, 2008). Additionally, we should demand that media news reports be fair, balanced and without bias. There is great consequence in how the media portrays the world, because these portrayals sway how we view the “real world”. Who owns these platforms, what is delivered over them and, fundamentally, in whose interest they work are critical issues before us now. Given the capital of the media companies and their weak donations into our political process, the advocates for the public interest are in far too short a supply. When people get information, they are empowered. We have to ensure that the airwaves are open for more of that.

References

Bishop, R., & Hakanen, E.A. (2010, October). In the Public Interest? The State of Local
Television Programming Fifteen Years after Deregulation, Retrieved January 24, 2010 from http:///jci.sagepub.com/content/26/3/261

Coleman, B. (2010, January 15). Media Portrayal of Women: Female Stereotypes in the Media, Retrieved December 1, 2010 from http:///www.suite101.com/content/media-protrayal-of-women-a189870

Diversity in the Media & Entertainment Industries (1997). Ethnic Majority, Retrieved November 12, 2010 from http://www.ethnicmajority.com/media_home.htm

Elliott, S. (2010, September 24). Mad Men, and Women, to Gather in New York. The
New York Times, Retrieved November 12, 2010, from http://mediadecoder.blogs.nytimes.com/2010/09/24/mad-men-women-to-gather-in-n... How the Media has a Negative Influence of the Women in Today’s Society (n. d). Retrieved November 11, 2010 from http://www.albany.edu/-cs1461/Negmedia.html

Media Stereotyping Introduction (2010). Media Awareness Network. Retrieved February 13,
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Nustad, J., Adams, T., & Moore, M., (2008). Health Information Sources Accessed by College Females: Difference Between Body-Image Distorted and Non-Body-Image Distorted. Health Marketing Quarterly, Retrieved December 1, 2010, from http://www.haworthpress.com Poniewozik, J. (2010 July 26). Are Women Getting short Shrift in Late Night? Times Magazine,
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(2010 March 9). Free Press and the Free Press Action Fund, Retrieved November 12,
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Social Inequality and Media Representation (n. d.). Retrieved from www.zaxistv.com/sociology/.../popularculturelecture9-inequality.ppt

Schemer, C., Matthes, J., & Wirth, W. (2009). Media Effects on Group-Related Stereotypes and Policy Opinions: Evidence from a Two-Wave Panel Survey in a Political Campaign.
Retrieved January 3, 2011, from http://web.ebscohost.comvlib.excelsior.edu/ehost/detail?hid=105&sid=333eb0f1-df35-45e8 Telecommunications Act (2008, November). Federal Communications Commission, Retrieved
February 13, 2011, from htttp://www.fcc.gov/telecom.html

Turner, S.L., Hamilton, J., Jacobs, M., Angood, L.M., & Dwyer, D.H. (1997). The influence of fashion magazines on the body image satisfaction of college women: an exploratory analysis. Health Publications, Retrieved December 1, 2010, from http://findarticles.com/p/articles/mi/_m2248/isn127_v32/ai_20413253/