Intersectionality Research
Intersectional research begins by questioning and critiquing how the media represent marginalized groups. Scholars first note the potency and the growing number of mediums for consuming content. Establishing a wealth of stereotypes and a history of stigma and discrimination for gender, race, class, and so on.
The focus of identity in these studies is good for examining stigma and individual consumption. But structural causes can be neglected; structural examples are barriers to healthcare and the politics around same-sex marriage.
The law’s bias is apparent to those it discriminates against. And still affects the people who are the hegemonic norm.
Media Effects
Understanding the scope of media effects requires examining both individual and structural stigma.
“The heart of media effects and intersects with many areas of study within communication, including interpersonal relationships and intergroup relations.(Abrams & Giles, 2007; Harwood & Giles, 2005).”
Researchers have recently expanded the stigma construct beyond the individual and interpersonal levels to encompass broader, macrosocial forms—termed structural stigma. Link and Phelan’s (2001) influential conceptualization of stigma was among the first to distinguish between stigma at individual and structural levels.” (Hatzenbuehler, 2016, p. 4)
Acknowledgement that there are structural flaws influencing the conclusions of media analysis is important because widening the view widens the number of people affected, and less specificity seems counter to the goal of raising diverse experiences, but to address structural problems that everyone overtly contributes to (eg, politics) is a more concrete point of reference.
Potency
A single exposure to a mediated stereotype can create a cognitive link between a social group and a stereotypical trait (Dixon, 2007; Gilliam, Iyengar, Simon, & Wright, 1996; Peffley, Shields, & Williams, 1996). When triggered by media, this link may immediately influence cognitive, attitudinal, or behavioral decisions (Dixon 2002, p.248).
Because the mind naturally categorizes the world, single depictions are accessible from infancy and can shape perceptions. Therefore, recognizing media and personal bias early in life is important, as a single depiction can influence someone’s view.
Media representations play a key role in shaping societal identities and values. The problem is that society and identities are not separate entities. “Hill Collins (2000) sees the media’s images being sold to the masses to create the mainstream accepted views. (Yahnke)
“Limiting portrayals of marginalized groups or teaching us which bodies, social positions, and perspectives are deemed valuable.”(Yahnke, 2018, p. 3)Values and language change over time, and in the modern age, trends and slang have a high rate of turnover.
“It is particularly important for educators participating in critical conversations about identity, power, and representation to ensure they and their students have a solid grasp of intersectionality. Fortunately, we find that many of our fellow media studies educators are eager for lesson plans that will help them foster a deeper understanding of intersectionality in the media classroom.” (Yahnke, 2018, p. 3)
Conclusion
Overall, the impact of inaccurate stereotypes of minority groups is well studied on a reflective interpersonal level. Where there is a gap is in the structural systemic stigma and discrimination in a broader context of the systems everyone interacts with.
The educational value of learning about a personal intersection and its impact on life is important, especially when a single depiction of a minority group is so potent that it creates an assumption and then leads to bias in interactions with groups a person is not in.
References
Dixon, T. L. (2002). Media stereotypes: content, effects, and theory. In M. B. Oliver, A. Raney, & J. Bryant (Eds.), Media Effects: Advances in theory and research (4th ed., pp. 243-251). Routledge.
Hatzenbuehler, M. L. (2016). Structural stigma and health inequalities: research evidence and implications for psychological science. American Psychologist, 71(8), 742-751. . https://doi.org/10.1037/amp0000068
Link BG, Yang LH, Phelan JC, Collins PY. Measuring mental illness stigma. Schizophrenia Bulletin.2004;30(3):511–541. doi:10.1093/oxfordjournals.schbul.a007098.
Smrdelj, R., & Pajnik, M. (2022). Intersectional representation in online media discourse: reflecting anti-discrimination position in reporting on same-sex partnerships. Gender, Technology and Development, 26(3), 463-484. https://doi.org/10.1080/09718524.2022.2144100
Yahnke, M. (2018). Teaching Intersectionality and Media: Editor’s Introduction. Teaching Media Quarterly, 6(2), 1-4. https://pubs.lib.umn.edu/index.php/tmq/article/download/1366/1183