Stereotyping

Media Portrayals of Religion: Overview

Since the 1990s, media educators Anita Day and Guy Golan have identified increased tension between people of faith and media outlets ^[1]. Media and religion are two concepts that can be challenging to partner: religion is frequently misrepresented in media for a wide variety of reasons, whether as a result of mistakenly held beliefs or by dramatizing religion to sell newspapers or attract viewers.

Media Portrayals of Religion: Introduction

Canada is a culturally diverse country that is home to many different religions. These religions, however, are not always equally represented in Canadian media, where portrayals of religion are often stereotyped and disempowering.

Strategies for Engaging with Queerness in Media

As previous sections have shown, queer characters, situations, and themes are becoming increasingly prevalent in the media. It is sometimes difficult, though, to determine whether or not certain representations are balanced.

Queer Representation in the Media

How things have changed in thirty years: more than ever before, queer people have a media presence. No longer relegated to the realms of innuendo and secrecy, we now see lesbians, gays, bisexuals, and transgender people represented on television and in mainstream film. Queer people see their reflections on screen in a largely positive light: stable, employed, charming, attractive, well-liked, and successful. And yet, there remain many challenges. The following sections will examine how media produces and legitimizes or delegitimizes queer sexualities, as well as how queer media differs from its heterosexual counterpart. To begin, though, it is worthwhile to examine the trajectory of queer media criticism over the past thirty years.

Pink Dollar Marketing and Queer Representation in Advertising

As in other media, queer people have gained a greater and more widely visible presence within the advertising world, with ad agencies courting the “Pink Dollar”. This is not surprising, considering that the gay, lesbian, bisexual, and transgender community is a multi-billion dollar target audience, estimated to be worth around $835 billion.

Queer People in Other Media

Queer people have been involved in producing their own media for as long as alternative media has existed. This landscape has traditionally been dominated by print media such as zines (small-circulation, generally low-cost, publications) and pamphlets or queer film, but with the advent of the electronic age and cheaper and more accessible electronic devices for production, there’s been an explosion of queer-produced media of all kinds. The following section explores the ways that queer people have sought to claim space for themselves within media and culture.

Queer Representation in Film and Television

When discussing media representation of various groups, especially those we consider marginalized, stereotypes are often a primary concern. But sometimes, breaking a stereotype doesn’t go quite far enough, and the issue can be a little more complicated than merely determining whether or not a character is represented in a positive or negative way. The section that follows explores different approaches to queer content by analyzing various ways that popular media have used characterized LGBTQ people.

Diversity and Canadian Broadcasting Policy

Broadcasting Act: Canada’s Broadcasting Act, last amended in 1991, outlines industry guidelines for portrayal of diversity.

Media Portrayals of Visible Minorities - Overview

Media speaks volumes about what is important in a society. George Gerbner of Temple University discusses how portrayals in media can affect how children see themselves and others: he argues that if you are over-represented, you see yourself as having many opportunities and choices while if you’re under-represented, you see yourself as having the opposite.

Visible Minorities in the Newsroom

In the same way that Canadian news reporting does not reflect Canada’s multiculturalism, racial diversity ‘behind the scenes’ of news media is similarly disproportionate. In 2006, fewer than 6 per cent of CBC employees were visible minorities. ^[1] A 2000 study from the University of Laval suggests that more than 97 per cent of Canadian journalists are White. ^[2]

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