Cultural racism

Cultural racism can be defined as societal beliefs and customs that promote the assumption that the products of a given culture, including the language and traditions of that culture are superior to those of other cultures.
Cultural racism exists when there is a widespread acceptance of stereotypes concerning different ethnic or population groups.
To assess the degree to which these stereotypes are widely accepted, investigators have collected data from national surveys of explicit beliefs and attitudes, as well as experimental studies of implicit attitudes.
Investigators studying cultural racism examine the ways in which different methods for communicating cultural values develop and maintain positive and negative beliefs about different population and ethnic groups. Examples of methods to communicate these beliefs include:
* Icons and observances (e.g., holidays, festivals, etc.)
* Mass media presentations, (i.e., widely used forms of communication, including film, television, advertisements, newspapers and magazines, and the internet).
Measurements
Media presentations can reinforce the idea that observable characteristics are highly important markers that can be used to classify individuals into social groups. The media can also be used to communicate stereotypes about group members, reinforce attitudes towards group members, and establish commonly accepted norms for the characteristics associated with group membership.
To understand the ways in which different types of media communicate stereotypes about different groups, investigators have examined the content of coverage, the choice of images and words, and the tone of the communication.
Specifically, among other variables, studies have measured:
* The professional roles (e.g., bank manager vs. laborer) to which members of different groups are assigned
* The degree to which the individuals portrayed in the news stories conform to stereotypes associated with the ethnic/population group, including acting in a violent or criminal manner
* Correlations in the presentation of ethnicity and poverty
* Amount of television and type of television programs watched and their association with stereotyped views of different ethnic/population groups
* Ethnic differences in the communication and receipt of verbal and non-verbal messages of regard
Selected Findings
Media presentations are effective methods to communicate stereotypes about groups. The characters serve as social role models. Media consumers may view the ways in which group members are portrayed as normative or acceptable for that group. Media presentations can shape and strengthen attitudes towards different groups. Heavy television watching affects the viewer's commitment to stereotyped views of different groups.
These data highlight two critical points.
* Media presentations can change perceptions of group norms relatively rapidly.
* Group norms influence the degree to which viewers identify with and value particular characteristics, increasing their personal salience.

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