Media Stereotypes

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Media often portray relatively fixed and oversimplified generalisations about groups or classes of people, stereotyped images. The immediate effect of stereotype activation fades after few minutes, but regardless of their duration, any activation reinforces stereotypic thinking in the long run. Additionally, evidence suggest that once a stereotype is activated, it can be reactivated by something as simple as a disagreement with someone in the stereotyped group, and if brought to mind frequently enough. (Spencer, 2002) . Thus, even though media-based stereotypes may seem harmless when considered individually; their cumulative effect over time can be substantial.
Media’s role has now increased and widened beyond the mere supply of information.
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In essence the media uses stereotyping in an attempt to get a quick handle on vast amount of information (Thomas, 2014).But as well as we all know stereotypes are a delicate matter. They can also strengthen negative perception, justify prejudice and reinforce sexism, racism and other negative views about particular groups. They are insidious crawling into our attitude without us even realizing. Dictionary
Stereotypes are “widely held but fixed and oversimplified image or an idea of a particular type of person or thing”. (Oxford English Dictionary ) Stereotypes are universal. Among other things, they cover racial groups, political groups, genders, demographic groups, and activities.
Social Science has three broad approaches to stereotypes- Economic, Sociological, Social Cognition approaches. Economical approach views stereotype as an exhibition of statistical discrimination. The sociological approach to stereotyping belongs to only to social groups. This approach sees stereotypes as fundamentally incorrect and derogatory generalizations of group traits, reflective of the stereotype’s underlying prejudices or other internal motivations. The third or social cognition consider social stereotype as special cases of cognitive
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(History of realityshows in India) “Bournvita Quiz Contest (BQC)” hosted by the Quizzing Champion Derek O’Brien in 1972 is considering the first reality show in Indian television (History of reality shows in India). First signing reality show in India is Sansui Antakshari” hosted by Annu Kapoor on Zee TV in 1993. Shows such as Big Boss, Jhalak Dikhla Jaa, Roadies, Splitsvilla, Kaun Banega Crorepati etc are some of the huge success among them. They keep in touch with celebrity’s day to day affairs. Usually, these shows were not based on any intellectual concept and do not provide any useful information. They try to make the audience to stick with them. Some of these shows are focusing only on disagreement and conflict and create negative energy in viewer’s mind. In another hand, very few of them create positive attitudes such as achieve a goal or chase a dream. Anyway apart from the tearful soap operas reality shows make something more entertaining. They still have higher TRP rates and that indicates people would prefer to approach life in real ways and like to laugh and enjoy without

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