Representations of ethnicity in the media

Marxist theory

They believe that the media is an ideological apparatus which functions to divide and rule the working class, to distract their attention from inequality and the mismanagement of the capitalist system. Marxists argue that negative media representations of ethnicity create false class consciousness by dividing the working class, to distract their attention away from inequality and the mismanagement of the capitalist system.

What does the Marxist theorist Van Dijk say?

He found a number of key stereotypical news stories about black people:

1) Black people as threats. Van Dijk found that black people were often represented as a threat to the population. This representation is also clearly applied to other minority-ethnic groups and is increasingly applied to Muslims and asylum seekers.

2) Black people as criminals: particularly tabloid newspapers tended to portray black people as criminals, involved in gangs and drugs.

Evaluation of the Marxist theory

They do not look at how media representations can be contradictory- some challenge stereotypes, others reinforce them. There is space for resistance and alternative narratives (e.g., independent media or activist voices). Ethnic minority groups challenge dominant ideologies. Example: the news might criminalise black youth, but some music or social media may portray them as complex individuals or resist marginalisation.

What does the Neo-Marxist theory say?

Hegemony means that ruling class ideas are dominant but not guaranteed. This is because people have the capacity to challenge and criticise capitalist ideology. Audiences interpret messages in different ways but within confined limits. The more an ideological message is repeated in the media the more likely the audience will believe it, this is called the drip drip effect.

Neo-Marxists also look at why media representations of ethnic minority groups has been negative. They look at the social background of mainstream media producers, which tends to be middle class, white and male.

Evaluation of Neo-Marxists

This is a strong argument as Neo-Marxists recognise the audience’s agency and acknowledge that audiences are not passive recipients of dominant ideology.

What does the feminist theory say?

Ethnic minority women may face double oppression; they can be misrepresented both as women and as members of marginalised ethnic groups. For example, the media often exoticises, hypersexualises, or silences women of colour.

Evaluation of feminism

By focusing mainly on oppression and misrepresentation, this view may unintentionally portray women of colour as passive victims rather than active media producers, critics, or creators.

What does the Postmodernist theory say?

Postmodernists argue that the media is fragmented,  diverse, and no longer dominated by a single narrative. In the digital age,traditional stereotypes are increasingly challenged by diverse voices online because ethnic minority creators can present themselves on platforms like YouTube, Instagram and TikTok. E.g., Lily Singh and KSI.

Some of these influencers do not focus on their ethnicity in the content they create and others choose to do so.

Evaluation of Postmodernism

• More representations don’t necessarily mean there is greater equality.

• Not everyone has equal access to digital platforms due to economic or structural barriers. These platforms often promote content that aligns with advertiser interests, which can still marginalise radical or controversial ethnic minorities.

What does the Pluralist theory say?

Media mirrors and reflects society, and is shaped by the market. The media reflects society to itself and reflects the audience’s opinions. The media acts in the interests of their core audience. If they do not produce this content, their core audience will no longer buy or subscribe, which will lead the media company to go out of business.

This reflects the Pluralists’ focus on the importance of supply and demand- media businesses exist to make a profit, and they will only do this by building a paying audience.

Evaluation of Pluralism

There are structural inequalities in media ownership and production that mean that dominant ideologies still overwhelm dissenting voices, especially in mainstream platforms.