Besides Aunt Jemima: a socio-historical interpretation of stereotyped images in mass media

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Using multiple sources of data, this study reveals that negative stereotyping is widespread in ads and in other forms of mass media. The widespread stereotyping also implies that it is necessary to extend the study scope from racial to social stereotyping to help us correctly understand the deeper roots or hidden patterns of this social problem, which is beneficiary to design responding solutions. We also illustrate that social and cultural contexts shaped the emergence and evolvement of negative stereotyping. This study proposes that HRM, which is powerful for the study of dynamic features of contextual effects, can be employed as an effective way to find negative stereotyping in mass media and to analyze the severity of negative stereotypes.


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