GCSE Media Studies

1. S T A R T E R
• What ethnicity do you see
in the picture?
• What stereotypes are there
of China? (People, Places,
Events such as sport or
political)
• How many Chinese ethnic
groups can you list?

2. • There are 55 minority ethnic groups in China
• The most populous are Zhuange with 18 million people
• Tibetan and Mongolian are the most well known

3. E T H N I C B R E A K D O W N H K

4. R E P R E S E N T A T I O N O F
E T H N I C I T Y
D E S C R I B E T H E D I F F E R E N C E S B E T W E E N E T H N I C I T Y A N D R A C E
B E A B L E T O I D E N T I F Y M E D I A T E X T S T H A T O F F E R L I M I T E D R E P R E S E N T A T I O N S O F E T H N I C I T Y
E X P L A I N W H A T ‘ T O K E N I S M’ I S A N D W H Y I T I S P R O B L E M A T I C

5. R E I N F O R C I N G P R E J U D I C E S
M E D I A
P O R T R A Y S A N
E T H N I C
S T E R E O T Y P E
T H E A U D I E N C E
E N C O U N T E R
T H I S E T H N I C I T Y
T H R O U G H T H E
M E D I A
W H A T W I L L
H A P P E N T O T H I S
A U D I E N C E V I E W
O F T H A T
E T H N I C I T Y ?

6. W H A T W E E N D U P W I T H …
1. Stereotype is
represented in
media text
2. Audience
decode text
3. Audience
maintain narrow
view

7. W H A T I S T H E D I F F E R E N C E B E T W E E N
R A C E A N D E T H N I C I T Y ?
• Your ethnicity refers to your CULTURAL IDENTITY

8. G A M E S R E P R O D U C E D O M I N A N T
D I S C O U R S E S
• GTA: San Andreas portrayed ghettoized, hyperviolent
Black protagonists and NPCs, all sanctioned by
popular culture, gamers, and academics who praised
the game for its mechanics, narrative reach, and
creativity.
• Idealizes Black and Hispanic gang culture

9. R E S I D E N T E V I L 5 R A C E R O W

11. K O T A K U ’ S R E S P O N S E
Ignores the original
argument to focus
on the game and
function of zombies
Seems ignorant of
the fact that
zombies are
inherently linked
with black history
(Vodun/Vodou)

12. I M A G E R Y
• Survival horror convention: innocence vs
evil
• Typically coded and white vs black, light
vs darkness, west vs rest, etc
• “Early in RE5, the team sees a
(extremely) White woman dragged
screaming by an African into a second-
story apartment. This scene evokes
allusions of Black-on-White rape because
of the woman’s Whiteness as well as
historical connotations of Black desire for
‘‘pure’’ White women. There are no
random choices in videogames; the
developers chose that pairing to fit in with
the horror aesthetic of the game”
• Brock, 2011: p.433-434

13. • RE5, however, utilizes a character set
more frequently seen in action movies: a
skilled, laconic White mercenary type
teamed up with an exotic female partner.
Sheva’s African origins lead one to believe
that she will serve as a native guide, but
her AI capabilities are not robust enough
to allow her to survive autonomously plus
she is apparently unfamiliar with the area.
At all times, she requires Chris’ assistance
to fend off enemies and provide direction
… In her role as support person, Sheva
does little to challenge gendered and
racialized stereotypes of women in media

14. – B R O C K , 2 0 1 1
• “Sheva Alomar’s depiction evokes possibilities of changing industry
perspectives on female videogame leads. Unfortunately, Sheva’s
character conforms to Western hegemonic conceptions of femininity
and race: she is brown, inarticulate, and supportive of the White
hero. Sheva’s alternate costumes make it clear that she is window-
dressing; a sexualized mule that lovingly carries tools of domination and
death for her White partner to use against her people.”

15. R E P R E S E N T A T I O N S O F A R A B S A N D
M U S L I M S
• Post 9/11 Islam portrayed as a
threat; linked with terrorism;
ordinary Muslims marginalized

16. W H Y D O Y O U T H I N K T H I S A D V E R T M A Y
H A V E B E E N C O N T R O V E R S I A L I N T H E
U S ?

17. H O L L Y W O O D W A Y
The Little Mermaid (1989) Sebastian the
work-shy Jamaican crab?
Aladdin (1992) 'Evil' Arabs

18. Frozen (2013)
Snowy whitewash?
Despicable Me 2
(2013) Mexican
restaurant owner
villain

20. M C D O N A L D ’ S
Why is important for a company like
McDonald’s to promote diversity?

21. T O K E N I S M
• What is Tokenism?

22. T O K E N I S M
• The practice of doing something (such as hiring a
person who belongs to a minority group) only to
prevent criticism and to give the appearance that
people are being treated fairly. These tend to focus on
the stereotypical aspects of that culture, for example
arranged marriages.
• Do you have any examples?

23. L I L Y A L L E N
A N D R A C E
How does Lily
Allen provide a
caricature of
race?