Dana Mastro

The Portrayal of Racial Minorities on Prime Time Television

A one week sample of prime time television (8-11 p.m.) for ABC, CBS, Fox, and NBC was constructed to represent broadcast entertainment programming for 1996. In a systematic content analysis/ the frequencies and attributes of ethnic minority and majority characters were documented, with particular attention to Latinos and their interactions with other TV characters. This studys findings update the current status of minority portrayals and identify prevalent attributes of minority portrayals that may impact viewer perceptions.

Latino Representation on Primetime Television

This study analyzes the frequency and quality of depictions of Latinos during the 2002 primetime television season. Research on cultivation theory and social identity theory provides insight into the potential implications of exposure to these images. Findings suggest that while advances have been made in terms of the quality of depictions of Latinos, many of these images remain tied to a few, longstanding media stereotypes. In addition, the rate at which Latinos are portrayed on television remains dramatically below that of the real-world population.

The Cultivation of Social Perceptions of Latinos: A Mental Models Approach

This survey investigates the relationship between exposure to television portrayals of Latinos and real world perceptions of Latinos in the U.S. To aid in this assessment, contributions from the research on mental models were incorporated into a cultivation framework. From this mental models-based cultivation perspective, it was expected that amount of television exposure and existing cognitions regarding representations of Latinos in the media would interact in predicting real world perceptions of Latinos. Additionally, the amount of real world interracial contact with Latinos was predicted to moderate these effects. Findings provide support for the proposed relationships, indicating that as television consumption rates increase, extant cognitions regarding media depictions of Latinos and real world contact guide subsequent evaluations of Latinos.

Mean Girls? The Influence of Gender Portrayals in Teen Movies on Emerging Adults' Gender-Based Attitudes and Beliefs:

This two-part exploratory study utilized a social cognitive theory framework in documenting gender portrayals in teen movies and investigating the influence of exposure to these images on gender-based beliefs about friendships, social aggression, and roles of women in society. First, a content analysis of gender portrayals in teen movies was conducted, revealing that female characters are more likely to be portrayed as socially aggressive than male characters. Second, college students were surveyed about their teen movie-viewing habits, gender-related beliefs, and attitudes. Findings suggest that viewing teen movies is associated with negative stereotypes about female friendships and gender roles.

Gender Portrayals Across the Life Span: A Content Analytic Look at Broadcast Commercials

This study investigated the role that age plays in gender portrayals in contemporary television commercials. A content analysis of 2,315 characters appearing in commercials aired during a composite week of prime-time programming on 6 major broadcast networks was conducted. The study compared images of female participants from childhood through the senior years to identify the extent to which female members of different age groups replicate conclusions drawn about images of females-in-general in advertising. The study also contrasted images of female characters from different age groups with their same-age male counterparts to shed additional light on the complexity of gender portrayals in prime-time commercials. The findings indicate significant differences among same-age gender portrayals and same-gender age portrayals. Results are interpreted within a social cognitive theory framework and directions for future research are articulated.

Media Representations of Race, Prototypicality, and Policy Reasoning: An Application of Self-Categorization Theory

The present study tests the policy reasoning model presented by Tan, Fujioka, and Tan (2000), which identifies media use as the exogenous variable in a causal chain predicting race-based policy reasoning among Whites (including stereotypes as an endogenous variable). Whereas Tan et al. posit that positive–negative evaluations of minority TV portrayals predict real-world stereotypic responses, ultimately influencing policy decisions, it is proposed here that prototypicality is a better predictor of evaluative responses in this context. Consistent with these predictions, path analytic tests of both models reveal that the prototypicality-based model offers a better fit with the data.

Cops and crooks: images of minorities on primetime television

Research regarding the portrayals of minority groups on television has repeatedly indicated that these depictions emphasize negative and stereotypical images. The potential impact of such representations is of singular concern when the characterizations revolve around issues related to crime and violence. To assess the prevalence of this conceivably detrimental relationship, this study provides the findings from a systematic, content analysis of primetime television. A two-week sample of primetime television was constructed for the Fall 1997 season. Police officers and perpetrators appearing on all fictional programs were examined, with specific attention paid to the race of the character and the aggression involved in the interaction. Multinomial Logit regression analyses were performed to determine which variables significantly predicted televised police use of force. Police were significantly more likely to use excessive force when perpetrators were young racial minorities. Implications regarding the portrayals of minority groups on crime shows are discussed.

The effects of interracial contact, attitudes, and stereotypical portrayals on evaluations of black television sitcom characters

With a sample of White participants, the present study examined the influence of stereotypical TV portrayals, attitudes toward Blacks, and interracial contact on appraisals of Black television sitcom characters. Results suggest that when confronted with stereotypical media content, prior intergroup contact and attitudes toward Blacks interact in influencing evaluations of Black television characters. These findings lend support to the growing body of research identifying the medias ability to activate social stereotypes, while also extending this work to considerations of viewer characteristics that may moderate media effects.

Characterizations of Criminal Athletes: A Systematic Examination of Sports News Depictions of Race and Crime

The present content analysis systematically analyzed the frequency and quality of newspaper coverage of race and crime in sports news. A social identity framework, incorporating insights from framing, was applied. It was expected that the features associated with athletes as well as the tone and style of news reports would vary based on the race/ethnicity of the athlete. For African American athletes (and African Americans, generally) these findings are of greatest consequence as they indicate that this group is disproportionately presented (compared with real-world demographics in sports) and characterized in a manner likely to promote unfavorable intergroup outcomes.

Food Marketing to Children on U.S. Spanish-Language Television

Latino children in particular are at risk of childhood obesity. Because exposure to televised food marketing is a contributor to childhood obesity, it is important to examine the nutritional quality of foods advertised on Spanish-language childrens programming. The authors analyzed a sample of 158 Spanish-language childrens television programs for its advertising content and compared them with an equivalent sample of English-language advertising. The authors evaluated nutritional quality of each advertised product using a food rating system from the U.S. Department of Health and Human Services. In addition, the authors assessed compliance with industry self-regulatory pledges. The authors found that amount of food advertising on Spanish-language channels (M = 2.2 ads/hour) was lower than on English-language programs, but the nutritional quality of food products on Spanish-language channels was substantially poorer than on English channels. Industry self-regulation was less effective on Spanish-language channels. The study provides clear evidence of significant disparities. Food advertising targeted at Spanish-speaking children is more likely to promote nutritionally poor food products than advertising on English-language channels. Industry self-regulation is less effective on Spanish-language television channels. Given the disproportionately high rate of childhood obesity among Latinos, the studys findings hold important implications for public health policy.