Date of Award

7-7-2014

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Carolyn Cunningham

Second Advisor

Dr. Pavel Shlossberg

Abstract

African Americans are commonly defined by artificial characteristics which portray them in restrictive roles. This is a result of media’s influence and the way its messages shape society. As a result, African Americans’ self-identity is shaped by the negative images they see and hear in their environment. Based on the application of Feminist Standpoint Theory in concurrence with Semiotic Theory, this study examines the consequences and effect of bias media messages. Furthermore, it investigates these consequences on African Americans' individual and collective identity due to media depictions. This thesis investigates how public opinion affects African Americans’ perception of themselves. The survey instrument consisted of a video clip and twenty-five questions, which was distributed over a period of five days and completed by twenty African American men and women. The survey was designed to identify and assess African Americans’ views on media representation and evaluate their feeling about being members of their racial/ethnic group. The results show that African Americans are conscious of the inaccuracy of media representation and recognize that it still shapes their self-image, individual identity and others perception. It also shows that respondents acknowledge African Americans are more visible in the public, however, they are presented in degrading and limited roles. Respondents viewed the continuation of negative representation as a result of media portrays and it effects the way African Americans view themselves. This study laid emphasis on the need for media and in turn society to change their perception and public representation of African Americans in order to protect African Americans self-esteem and social identity from the negative effects of media stereotypes and its messages.

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