Cultural diversity in the media - Essay Example

?Cultural diversity in the media “Diversity has been written into the DNA of American life; any that lacks a rainbow array has come to seem diminished, if not diseased”. Joe Klein, 2006 Introduction: The advancements in technology, the rise of the internet phenomenon, and the world-wide transformations brought about by the onset of globalization has led various societies across the globe, to experience an influx of information through various channels via popular media. Such information which transcends national geographical boundaries, and which penetrate beyond one's cultural borders, has brought about significant changes in the manner in which culture was depicted historically. Owing to a strong and decisive shift in the scale, magnitude and scope of cultural interactions brought about during the late twentieth century, there has been a drastic makeover in the media representations of cultural diversity. Today, the popular mass media is abuzz with the depiction of diverse cultures, part of which is due to the blurring of geographical boundaries and the increasing socio-cultural changes in terms of population mix, on the other hand, it is due to the historical foundations which have influenced the representation of such cultural diversity in popular media. This paper on ‘Cultural diversity in the media’ aims to discuss, analyze and assess the various causes, trends, historical background, and consequences of cultural diversity in the mass media and at the same time discuss various other key aspects such as the depiction of Afro-Caribbean people in the media, the issue of stereotypes, a brief overview of history of Britain and its association with the European Union and its impact on the cultural representation in the media etc. Role of history in media representations of cultural diversity: There have been various studies in the Western world to assess, examine and understand the role of history in media representations of cultural diversity. It has been observed that a significant proportion of cultural representations and diversity, in the mass media is based on key factors such as 'collective memory' and imagery. However according to UNESCO (2009) there are three key reasons which can be attributed to the persistent representations of cultural diversity in the media. These include: the ubiquity, infiltration and monotony of mass media in reinforcing the durability of such representations; the problems faced by the highly profit-oriented commercial media in introducing complex representations; and the close association of mass media with the elites in the society, which prevents it from changing its status quo. Ever since the invention of tools of mass-media such as television over a century ago, prominent means of visual media such as films and motion-pictures have used conventional forms of cultural representations, which even after decades, are recycled with little or no changes, and served to the audiences through various genres and outlets. The lack of change in the characterization and cultural depiction of people belonging to a certain ethnic or cultural background (for instance, Asians, Hispanics or African-Americans) can be attributed to the popularity and acceptance of their identity by the masses and their reluctance to accept or perceive them in non-conventional ways; or the economic pressures which is related to the need to attract the mainstream audiences who are used to the familiar albeit stereotypical depiction of people belonging to culturally diverse backgrounds. Research has shown that television shows which have attempted to break the cultural stereotypes through use of non-conventional portrayal of people belonging to culturally diverse backgrounds, have received negative response and had a limited impact in addressing the issue on hand (Chan-Olmsted & Albarran, 1998; Hollifield, 2001; McChesney, 1999). It can thus be said that television as a medium of mass communication has an intrinsic penchant to fixate on a redundant yet popular concept or ideology which prevents it from altering or changing its conventional definitions / portrayal of cultural diversity which has become an integral part of its narrative structure popularized through historical repetition. Representation of cultural diversity in the global media: Examples The representation of cultural diversity within American media dates as far back as the early 1950s. The first instances of depiction of culturally diverse people in Hollywood were witnessed during the early 1950s where mixed raced couples, were shown on screen. This was at a time when films and television shows were highly white dominated. Such representations of racial and ethnic minorities in films i.e. popular mass-media, indicated the liberal expressions of sentiments of the majority of white Americans towards and regarding people of different races, thus showing hints of subtle prejudice, bigotry and racism as observed in daily lives during that era. Although these films and television shows largely catered to the majority i.e. white American audience, such representation showed the growing acceptance of cultural diversity in popular media (Mask, 2009). Today, the cultural diversity in the American films and television shows is more evident and there is a high representation of not only African-Americans but also of people belonging to other ethnicities such as Hispanics and Asians as well. Popular television show such as ‘The Big Bang Theory’ (showcasing an Indian, as a part of the core star cast) is telecast at prime time in the U.S. and has rapidly gained popularity. The rising popularity of such shows indicates the changing culture of contemporary America which is essentially a mix of various racially and ethnically diverse populations. In Canada, there is a conscious effort on the part of the media to promote cultural diversity. For instance, the critically acclaimed popular television series, The Little Mosque on the Prairie is a glaring example of the promotion of cultural diversity via popular media. The series was a CBC (Canadian Broadcasting Corporation) undertaking, and addressed various challenges faced by the Muslim population, and at the same time included a candid representation of the minority community, challenging dominant stereotypes and myths surrounding the religion in a humorous way (UNESCO, 2009). Similarly in South Africa the promotion of cultural diversity is ensured and undertaken by the South African Broadcasting Corporation (SABC) which is responsible in promoting issues related to the racial divide and colonial legacy of the nation, and depict the plight of a post-Apartheid society in popular media. Various surveys conducted in the country concerning the role of mass media in overcoming the racial divide and bridging the gap through equal representation of culturally diverse population, have shown that such promotion of by the SABC has indeed helped in promoting and addressing issues related to multiculturalism and cultural diversity. Through its extensive network of channels broadcast in eleven different languages the broadcasting network has been successful in attracting and catering to the needs of a highly cosmopolitan contemporary South African audience (SABC, 2006). The diversity in visual imagery in the reel world, is a direct consequence of the blurring geographical boundaries and the high penetration of international television shows across nations. Afro-Caribbean people in the media – Stereotyping and other issues: The role of mass media in promoting cultural diversity and bridging the cultural divide has largely been acknowledged and accepted through various researches on the subject. However, there is mounting evidence which indicate the downside of such increasing portrayal of culturally diverse people in popular media. More often than not, the mass media indulges in stereotyping representation of cultural minorities. This is most evident in case of people belonging to the Afro-Caribbean backgrounds. Historically, people belonging to the African race have been associated with violent struggle for independence from their white colonists. Their campaigns for struggle from the elite whites, during the early 1890s were perceived as hostile acts, and aggression against the white communities. This was first represented in a popular Hollywood classic movie 'Birth of a Nation' released in 1915, which depicted the Blacks as extremely aggressive and violent race capable of committing range of crimes against the whites (Covington, 2010). Such misrepresentation continued to thrive in media decades after the Hollywood movie was released. For instance, in the sports media too, the African American athletes continued to be portrayed as violent, aggressive, unruly and as a threat to society. They were also represented as drug abusers, and involved in all sorts of criminal activities in both films as well as television shows (Raney, Bryant, 2006). However, over the years such misrepresentation of the people belonging to the African race has changed, with the result that they are now being increasingly accepted as equal and law abiding citizens, as shown in various popular television shows and films. They are even shown as superheroes (the movie Hancock starring Will Smith) and / or the “good guys” (Men in Black) as protectors instead of their stereotypical image of criminals. The negative representation of people of such ethnicity in the popular media thus, bears testimony to the fact that history plays a key role in building an image of a certain culture / race and its repetitive depiction in the mass media eventually leads to the creation of a stereotype. The power of mass media thus is undeniable and hence is now being recognized and used by governments of various nations, to promote cultural diversity and bridge the gap between the native and non-native populations, in the hope of a better and harmonious multicultural society. Cultural diversity in Britain, their association with EU: History European nations such as the UK and France have a historical presence as colonial powers in various countries across the globe. These countries have a high composition of immigrants brought in as slaves and/ or servants, while yet others who have migrated in search of jobs, eventually resulting in the creation of a large multicultural population. Britain, as a nation comprises of a large and diverse population since historical times, such as refugees from various the French Revolution, the Jewish pogroms in Russia, or the Irish settlers who migrated to escape poverty and unemployment etc among many others. Such high wave of immigration post the Second World War has converted Britain into a mosaic of diverse cultures (Siapera, 2010). Such migrations and concentration of people belonging to diverse backgrounds and cultures, led to a heightened awareness of their presence and the gradual conversion of Britain from an essentially white nation into a multicultural one. This in turn was followed by formation of stringent laws, which accommodated and acknowledged their presence and is today, widely represented in the British as well as European media. The media regulators in Europe have been historically focusing and stressing on the factor of cultural diversity as it pertains to representation of the same in the European media. It has hence, been one of the key considerations while setting up goals and framing laws regarding media policies. The establishment of Channel 4 in the UK which primarily caters to the interests of the cultural /ethnic minorities in Britain; the S4C channel in Wales and the TG4 channel in Ireland aimed at attracting the cultural minorities, and the establishment of public service funds to support the media houses which cater to the needs of the minorities all signify the promotion of cultural diversity within UK. Europe has essentially promoted the aspect of cultural diversity which is evident from its association with public service broadcasting and programming development ever since the 1970s (Graber, 2010; Cowl, 1997). Furthermore the report on New World Information and Communication (NWICO) headed by UNESCO in the early 1970s bears testimony to the fact that the issue of cultural diversity within international media has been addressed internationally. In the recent times, the "Television without frontiers" initiative headed by the European Commission, and various other conventions held for the protection and promotion of cultural diversity and the expressions and representation of culturally diverse people in mass media indicate a revolutionary trend initiated by various countries across the globe (UNESCO, 1980; Fortner & Fackler, 2011). Media policies and practices within the EU member states have acknowledged and accepted the increasing multiculturalism of their respective nations which is evident from their attitudes towards framing of culturally diverse media policies. The EU has responded aptly to the issue of growing multi-cultural population on account of increase in number of immigrants. Countries such as France, Germany, Britain, etc have adopted culturally tolerant media practices and embraced the growing cultural diversity, as is represented in the European media (Siapera, 2010). Examples of cultural diversity in European media: In Britain, popular television presenter Trevor MacDonald, a native of Trinidad and belonging to a cultural minority served for ITN network as the main anchor for an evening news show, and is now widely recognized as one of the most popular faces of color on British television (Coleman & Ross, 2009). Recently, the Martinican journalist Harry Roselmack created history by becoming the first television journalist of color, for a leading French television news channel, TF1 in 2006 (Mask, 2009). Figure: Cultural diversity in reality shows in Britain: Big Brother Source: The Guardian, 2008 Television shows too have increasingly adopted multicultural approach by including people belonging to diverse cultural backgrounds. Examples include popular television reality shows such as Big Brother, Britain’s got talent, in the UK which showcases a heady mix of ethnically and culturally diverse people on the nations’ prime time shows. Figure: Channel 4 UK, new reality TV show, displaying multiculturalism Source: The Guardian, 2011 Recently, Channel 4 in the UK announced a new television show titled "Make Bradford British" a new reality show, aimed at testing multiculturalism. The show will see participants from Bradford city, belonging to racially diverse backgrounds swap lives and spend time with other people belonging to different racial, religious and cultural backgrounds (The Guardian, 2011). Conclusion: “Culture is the medium evolved by humans to survive. Nothing in our lives is free from cultural influences. It is the keystone in civilization's arch and is the medium through which all of life's events flow. We are culture”. Edward. T. Hall The contemporary society represents a unique assimilation of culture and the mass media wherein the electronic media which has become all pervasive, dictates the manner in which diversity is perceived and represented for mass-consumption. In this highly multicultural global society, where the boundaries which once divided the world population in terms of geographic or cultural means, have blurred the reigns of cultural discourses have been taken over by giant multinational media conglomerates. The mass media plays a significant and decisive role in the manner in which the images and information regarding culturally and ethnically diverse people are promoted and displayed to the world. The representation of such people by way of popular television programs, news, game shows, soap operas, or television commercials play a key role in shaping their identities. Media organizations today are increasingly becoming more and more culturally pluralistic in nature, with the rising number of faces of color as a part of popular television shows, sitcoms and commercials, as well as that of media production at every step of the way. Such transformations are evidently an indication of a rapidly growing multicultural society and the simultaneous development and acknowledgement of such rising multiculturalism within popular media. Evidently, the era of a culturally diverse international society which was ushered in during the early 1990s has now found wide scale acceptance among the larger international domain, ultimately resulting in the increasing presence of people with diverse ethnic, racial and cultural backgrounds in the mass media. The global media conglomerates today serve as facilitators and translators between culturally diverse global population, through its unique power and outreach in this highly cosmopolitan society in an age of borderless communication. References: Chan-Olmsted, S., & Albarran, A., (1998). The global media economic patterns and issues. in A. Albarran & S. Chan-Olmsted (Eds.), A framework for the study of global media economics (Pp. 3-16). Ames: Iowa State University Press Coleman, S., Ross, K., (2009). The media and the public: "Them" and "US" in media discourse, John Wiley & Sons Publication, Pp. 145-148 Covington, J., (2010). Crime and racial constructions: Cultural misinformation about African Americans in media and academia, Lexington Books Publication, Pp.5-7 Cowl, T., (1977). Cultural policy: An international perspective. Ottawa, International Comparitive Research Group, Department of Canadian Heritage Fortner, R. S., Fackler, M., (2011). The handbook of global communication and media ethics, Wiley & Sons Publication Graber, B. C., (2010). Governance of digital game environments and cultural diversity: Transdisciplinary enquiries, Edward Elgar Publishing, Pp. 49-53 Hollifield, C. A., (2001). Crossing borders: Media management research in a transnational market environment. Journal of Media Economics, 14, Pp. 133-146 Klein, J., (2006). Can we improve on Affirmative action? [Online] The Time Magazine. Available at: http://www.time.com/time/magazine/article/0,9171,1568491,00.html [Accessed: November 7, 2011] Mask, M., (2009). Divas on screen: Black women in American film, University of Illinois Press, Pp. 193 McChesney, R. W., (1999). The new global media, The Nation, November 29 Issue, Pp. 11-15 Raney, A. A., Bryant, J., (2006). Handbook of sports and media, Routledge Publication, Pp.489-90 Siapera, E., (2010). Cultural diversity and global media: The mediation of difference, John Wiley & Sons Publication, Pp. 29-32 UNESCO (2009). Investing in cultural diversity and intercultural dialogue, UNESCO Publication, Pp. 141-143 UNESCO (1980). International Commission for the study of communication problems. Many voices one world. London: Kogan Page Publication The Guardian (2011). Channel 4 documentary Make Bradford British to feature citizenship test [Online] Available at: http://www.guardian.co.uk/media/2011/nov/02/channel-4-make-bradford-british [Accessed: November 7, 2011] SABC (2006). SABC 2006 Social Report: Let the beneficiaries speak. [Online] Available at: http://vcmstatic.sabc.co.za/VCMStaticProdStage/CORPORATE/SABC%20Corporate/StaticDocument/Annual%20Reports/Annual%20Report%202005/SocialReport_small.pdf; [Accessed: November 8, 2011] Read More