Mass Media Effects on the Perception of Black Women

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Reid (1979) noted substantial differences between Black and White female television characters; Black females were typically perceived as low achievers and White females were typically perceived as less dominant than Black female counterparts. To negate the negative notions of the perceived lower achievement status black females often can react with what is seen as assertiveness and defensiveness, “just to prove them wrong”. It is common in black households to be raised with the notion that you have to work twice as hard to get half as far if you are noticed at all.

It is already an uphill battle for women in the workplace, as black women sometimes you would have to choose whether to be incidentally black or a well known stereotypical black woman. Sadly, for black women that loosely identify with their ethnic identity, the consequences of media’s portrayal of them can be dreadful. According to Yarhboroough and Bennett 2000, the mammy and sapphire are among the most common black women stereotypes portrayed in media focused on the professional work world. Whereas the mammy was portrayed as a loyal, desexualized caregiver, the sapphire stereotype, on the other hand, was both assertive and comical, depicting a woman who browbeat her male companions and was usually obsessed with status-climbing by any means.

Consistent research has found that the representations of Black women on screen, film and television especially, influence how they are viewed by society in a derogatory and hyper-sexualized manner but they also affect how black women audiences perceive themselves (Chen et al. 2012). Black women are not blind to media and actively engage in it just as much as the rest of society. To realize one is a part of an invisible if not negatively represented group it can lead to the question of why. If I am important, why am I not seen? If I can be beautiful and strong, why am I not played as lead role of the attractive female Queen? Questions left unanswered such as these can cause self doubt.

Summary

Through my research I noticed many correlations between white and black treatment in the United States which is attributed more to our history. There are larger than life stereotypes of black women that are seemingly always find their place in our favorite shows or news sources. While there is a slight increase of positive images coming forth from black-oriented outlets, mass media often focuses on reaffirming negative stereotypes. Dehumanizing makes it increasingly difficult for others to perceive black women as people worthy of a chance to make their own impression. The primary challenge for black women is to counteract the negative stereotypic characters, so that they can build up self-identities as women, professionals, romantic partners and active contributors to our society.

Credible Sources

Burnett, J. 2014. Human Rights. The Media’s Role: Attaining the Justice for Black and Missing Persons in Our Society. Rewire Publications.

Hall, Stuart &. (ed.). 1997. Representation: Cultural Representations and Signifying Practices. London: Sage Publications.

Fujioka, Y. (1999). Television portrayals and African-American stereotypes: Examination of television effects when direct contact is lacking. Journalism and Mass Communication Quarterly, 76, 5275.

Jeffries, Devair & Jefferies Rhonda. (ed). 2015. Mentoring and Mothering Black Feminity in the Academy: An Eplotation of Body, Voice and Image through Black Female Characters. 126 The Western Journal of Black Studies, Vol. 39, No. 2.

Kretsedemas, Phillip. (ed.). (2010). But She’s Not Black: Viewer Interpretation of “Angry Black Women” on Prime Time TV. Springer Publications.