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The Role of the Media in the Construction of Public Belief and Social Change
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Palgrave Commun 3, 37 doi Download citation. Public Administration and Development Palgrave Communications Health Policy and Planning British Politics Asian Americans constitute approximately 4. However, so few Asians are depicted on primetime television that little more than their sheer rate of representation is known. From the late s through the s the number of Asian Americans on television increased slightly. This modest improvement was due to the popularity of a handful of programs set in Hawaii the state with the largest proportion of Asian Americans.
However, most of these characters were minor or background figures.
Despite the high status of these figures, however, Mok notes that Asians are most often assigned minor or background roles. Native Americans are the most underrepresented group in mass media offerings. They are essentially invisible on primetime television. A content analysis of 12 primetime TV seasons spanning the to , identified only three regularly occurring Native American characters, two of whom were the same character, whose show Northern Exposure appeared in two of the seasons included in the analyses Tukachinsky et al.
In other words, only two distinct Native American characters appeared across the 2, regular characters appearing in their sample. Given that Native Americans are nearly if not entirely absent on television, they have not been the subject of quantitative content analytic investigations. Instead, Native Americans have often been featured as interchangeable and historical figures.
Performing Identities in Social Media: Focusing on Language Learners' Identity Construction Online
This is particularly the case in Westerns, popular for decades in both film and on television. Survey studies have found no association between exposure to these infrequent images and real-world stereotyping of Native Americans, among non-Native audiences Tan et al. For Native American audiences, exposure to images of American Indian mascots e.
If this is the case, persistent absence in the media would be expected to have a detrimental impact on Native Americans and possibly embolden unfavorable attitudes and behaviors among non-Natives. Although the number of South Asians appearing as regular or recurring characters on primetime television today appears to be on the rise given the recent popularity of shows with lead or recurring Indian American characters ; no systematic analyses have been conducted to support this contention. As the research detailed previously reveals, the potential for media exposure to prompt harmful outcomes has been well documented.
A small number of studies support this assertion. For example, early research by McDermott and Greenberg revealed that exposure to black family television programming was positively associated with general self-esteem among black fourth and fifth graders, particularly those with positive attitudes toward the black characters.