Stereotyping

Media Portrayals of Religion: Christianity

Christian religions form the largest religious group in Canada today, with more than 70 per cent of the population identifying with a Christian denomination. The widespread popularity of Christianity in Canada, however, does not mean that media treatment of Christianity is always accurate or informed.

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.

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]

Visible Minority Media in Canada

Since before Canada became a Confederation, visible minority groups have been creating their own media: the first issue of the Provincial Freeman, which was a weekly newspaper edited and published by African Canadians in the Province of Canada West (now Ontario), was first published on March 24, 1854.

Visible Minorities in News Media

Objectivity and accuracy are among the most important journalistic values. Consistently, however, Canadian news media has underrepresented and stereotyped visible minority groups.

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