New Racism
Littlefield, Marci. (2008) The Media as a System of Racialization: Exploring Images of African American Women and the New Racism. American Behavioral Scientist. 51-5: 675 – 685.
Problem. New Racism. AHANA integration with modern youth culture and popular media suggests that equality has been reached. This is far from the truth however, as the framework within which AHANA media can be found is still not color blind. This new racism is deceptive in that it appears efforts such as the civil rights movement were successful, while the problem remains at a deeper level. Within this, African American women are oversexualized while a distinct absence of positive representations still exists.
Method. Using the history of the portrayal of African American women, the author examines the progression of the “Jezebel” image. Finding AHANA rappers as similar to African American club women, though without organization or a common goal, she highlights how the “Jezebel” image has remained in our popular media.
Findings. Media creators such as music artists are often viewed without social context, even by members of the AHANA community. The author finds that educating African American men and women, and suggests music artists take more responsibility for racialization by demanding change in the music industry. She promotes community organizations providing alternatives for AHANA youths so they do not have to turn to the world created in music and television.
Evaluation. The author states “…until minority groups play an active role in self-definition and reject the presentations of minorities by producers who are motivated by the dollar, then media representations will continue to define minority groups.” This brings up an interesting point, as it finds racialization as an internal problem which must be addressed by members of the AHANA community themselves. I think the author hits the nail on the head with her point about education, the more media literate the AHANA community becomes the easier it will be to identify and reject stereotypes.
Discussion.
New racism and how it pertains to African American women
New racism is essentially the idea that because AHANAs can be seen in popular culture, equality has been reached, when in truth the inequality is the system within which this media is produced.
The author focuses on the oversexualized image given to african american women in popular culture.
The problem isn’t just the overabundance of negative images but also the lack of positive ones as well.
Music artists are often viewed without social context, and suggests educating the african american community about media literacy.
She suggests community organizations provide alternatives for AHANA youths so that they don’t have to buy into the images presented by music and television.
Her point is that by increasing awareness and education media producers will see how their work reinforces white racist ideals and begin to resist working for studio executives which are just concerned about money.
