DID 'THE COSBY SHOW' CHALLENGE OR PERPETUATE TRADITIONAL STEREOTYPING?

Did 'The Cosby Show' challenge or perpetuate traditional stereotyping?

Did 'The Cosby Show' challenge or perpetuate traditional stereotyping?

Introduction

This paper examines the role media has in the perpetuation of racism in United States through stereotypes. A background to the topic of racism in United States is offered first where concepts such as the other, whiteness, and white privilege  are explored. This is followed by a functional definition of stereotypes and its critique. Finally, the paper will examine stereotypes in media such as television (TV), cinema, news, and advertising.

Whiteness and White Privilege

Just as there are racial identities of colour in United States, there is also a white racial identity. To Canadians of European descent whiteness  is akin to normalness; yet, as Frankenberg (1996) points out, it is unacknowledged and unknown to most white people. Euro-Canadians do not define themselves as white - they merely construct themselves as NOT being people of colour. This invisibility  of whitenes is “historically, socially, politically and culturally produced and ... linked to ... relations of domination” (Weis et al., 1997, p.22). This domination manifests itself in the form of white privilege (examples to follow). These privileges are invisible  to most Euro-Canadians; yet, they exist. They are built into Canadian society. It is a “protective pillow of resources and/or benefits of the doubt ... (that) repels gossip and voyeurism and instead demands dignity” (Fine, 1997, p 57).

Examples of White Privilege

• Norquay (1993) relates a story of going to New York with two other females, one black and one white. When they stopped a taxi, the white cab driver asked if the black woman was with this party. Norquay tells the story to friends in Toronto and the black woman turns to Norquay and says, “you have obviously never tried to catch a cab with me here in Toronto” (p.249).

• Frankenberg (1996) mentioned examples of white people moving to the opposite side of the street when two, tall, black men approach on a sidewalk. These people do not move aside when approaching other white people because the are assumed to be good  or normal.  She also indicates that she received shoddy or poor service when she went into cafes in her town with friends of colour.

• Powell (1997) talked about expectations of failure for people of colour in US universities. A university sent out two different letters to new students. A letter to white students stated that they were the best and brightest, that the university was delighted in offering admission, and that they would be honoured to train the students for the leadership roles they would take in the community and country. A letter to black students stated how wonderful the university was and how fortunate the students were to have a chance to attend. The letter also outlined that many remedial and support programs were in place to help them when they ran into difficulty at this world-class university.

(Under) normal circumstances, white students get the “white” letter and never know ...