In addition, news stories on poverty are disproportionate among blacks and such stereotypical stories bring an image that makes it difficult to identify with blacks (Moore, Jewell and Cushion 2011 p.2). In news stories, for instance, the likelihood of low-income blacks to live in slums and in urban areas is very high, as opposed to living in rural areas, as evidenced from real-world averages. News stories also represent blacks as idlers and unemployed rather than working. In real sense, an idle black man on the streets of London is not a true face of poverty among the blacks, but he is the dominant person that the media portrays as a true replica of the blacks (Opportunity agenda 2011 p.3). Besides, there are other systematic associations that continually perpetuate in the entertainment media. For instance, images of the blacks are negatively used for the purposes of entertainment to portray traditional inferiority image of the
RACE AND REPRESENTATIONS IN MEDIA 10blacks. Also, black characters are stereotypically used to represent the perpetrators of violence and also as victims of violence. All these are exaggerated negative associations on the blacks. In films, less prestigious positions are filled by the blacks, and blacks are mostly seen in predominately black casted movies (Horton, Price and Brown 1999 p.1). This is mostly seen in commercial adverts. In these commercial adverts blacks have fewer chances of being seen in positions of authority. In addition, when compared to whites in commercial adverts, the likelihood of characterizing blacks as unemployed and aggressive is high. There are very few commercial advert films that place blacks in more superior positions than the whites (Sheehan 2013 p.10). Although blacks are included in movie (films) characterization, they can be represented in one or two characters. And again, blacks play low class characterization in such movies, for instance, gardeners. And when it is a war movie, blacks are portrayed to make poor decisions that result to their deaths. Some films do not feature blacks as main characters at all. Example of such film is the recent much popularized “Lacasa de Papel” famously known as “Money Heist.” These films are based on the stereotype nature of the blacks. In the event that there is no black person to play the role of the black people, a black person in a white skin in featured. That is, a white person plays the role of a black person which is purely based on stereotyping the blacks. The role that the blacks play in films are less superior (Horton, Price andBrown 1999 p.1), and this means that the media represents some races as less superior and represents other races as more superior than others. Overall, the representation of blacks with positive associations is limited. For instance, they are represented sympathetically in media, and they are seemingly absent from other roles that the audience can relate to, such as parenting roles.
RACE AND REPRESENTATIONS IN MEDIA 11To some extent, media positively represents blacks as people who excel in sports, and generally associates them with physicality and physical achievements- and aggressiveness associated with physicality