Readers' Guide to Racial Bias in the Mass Media

 With the explosion of mass media and its availability to more people than ever before in Europe, how the media manages and monitors its attitudes and beliefs towards issues of racism and how they’re covered is crucial for the fair representation of everybody on a local and international level.

The media is collectively responsible for the influence it has on society as it feeds its audience with attitudes, beliefs and stereotypes that are then devoured so willingly by our collective unconscious or, perhaps, conscious, thus creating new negative ideas surrounding different groups in society.

Every media outlet should then continually ensure the presence of any act of inequality is wiped from their organisation’s belief system if they are to commit to enhancing and improving society rather than hindering its progress.

This may be tough task, however, as in the US less than 2% of those working in news media are made up of racial minorities, those with disabilities or aboriginals. Stronger representation is key to impose counter views and beliefs to those that currently drive the majority.

UNESCO promotes safe freedom of expression for all but how can we all exchange and share knowledge via mass media and furthermore trust those shaping it if it those in the majority that hold most of the expression?

This is particularly worrying when we consider the different ways in which black and white males, for example, are reported and portrayed in the media for similar violent crimes. Media institutions presenting with racial bias, whether vividly or subtly, coupled with the fact the media is so influential, is a testament to how vital it is that all media and individuals are reporting and representing everybody in a way that does not hinder the progress of equality in the media.

You, the audience member and contributor of all forms of media, have the power to control what messages and beliefs you choose to mimic and uphold. Awareness is key and we must demand these basic standards of fairness from all media providers. So make the choices that reflect change, diversity and fairness in your media.

Below is a guide to help both audience and contributor of mass media alike, engage in fair reporting, advertising and entertainment and so fully enjoy the power of media. 

•Be vigilant when being sold a service or product in the latest clothing or gaming ad campaign. How, for example, are the characters portrayed in a gaming campaign, are avatars overly stereotypical? Is the black man always the gun wielding car thief in the latest violent video game?

•Watch out for how we identify a certain race through images, sounds or words used by media. Ideally no group or individual should be categorised by a sound or image.

•Likewise does some media paint an assumption to the reader or audience about where some races may live? What particular cars they might drive? How sexually overt they may be or not? How they live and work?    

•Be aware of wording used to describe an alleged suspect in a news report. There is no reason why a reporter or a news agency should describe a person’s race unless it is absolutely relevant.

•If it is relevant however, choose wording carefully. The word ‘coloured’ is not appropriate but rather the NUJ advises the use of the word black to imply those of African, Asian or Arabic origin. It’s OK to ask how one defines themselves if you are interviewing them.

•Don’t assume someone’s racial background or guess their possible religion based on their name, this is highly presumptuous and offensive.  

•Your favourite news publication might be your go to source for trusted accuracy but they too may get it wrong. Question everything!

•Ask yourself, due to the continued impact of offending media inequality, do individuals from different races have fewer opportunities and experiences than me due to media assumptions and portrayal?

•Choose your news sources and entertainment carefully but never stop questioning and remain vigilant! 

Be part of the collaboration of justice and fairness for all and above all except nothing less than the clear facts in your news and equality across all platforms.

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The Critical Media Project (2015) Available at:

http://www.criticalmediaproject.org/cml/topicbackground/race-ethnicity/ & NUJ Guidelines on Race Reporting (2007). Available at: http://www.dochas.ie/Shared/Files/7/Guidelines_on_Race_Reporting.pdf