For The Child
November 02, 2004

Using Our Power to Break the Cycle of Bias: Focus on Media!

Wow, those are strong words!

Power.

Bias.

Media.

Who me?

Yes, you!

We can break the cycle of bias!

Did you know when the adoption community saw a company promoting a shirt with the slogan "up for adoption" it responded with such vigor and outrage that the company pulled the offending product?

That's power!

Did you know that a vocal group of Americans convinced major television advertisers to withdraw their support (read advertising dollars) for a Fox TV series called "Banzai" because negatively portrayed Asians?

That's power!

Did you know that national retailer Abercrombie and Fitch pulled a series of t-shirts from its store because outraged Americans thought A&F's version of satire crossed the line into racism?

That's power.

These are great examples of how we CAN and do have a tremendous impact on media outlets and institutions when they perpetuate negative stereotypes but our real goal is to more proactive and less reactive.

"Why," you ask?

Because our children's reality is shaped by what they see on TV, in the movies, in print, and in store windows….and these outlets are rife with negative stereotypes. Just thinking about how much time the average American child spends in front of the TV by the time he graduates from high school (18,000+ hours!) would make the most passive parent an active advocate for eliminating negative stereotypes from the media.

"How do we do it," you ask.

We like to think of breaking the cycle of bias as a series of concentric circles of influence. Obviously, the closer the people and institutions are to you, the more powerful your influence. So at home, the Media Awareness Network offers the following tips:

• Look closely at the characters your child sees. What messages do they send concerning race, gender, culture and roles? If you disapprove of the messages: tell your child why, and challenge your child to compare what they see in the media with what they know in real life Voice your disapproval of stereotyped characters, and explain to your child why you disapprove
• Listen closely, with your child, to the voices of the bad characters in cartoons. Voices and language do matter. Make sure your child is aware of and uses people first language. Listen for accents and tones of voice that distinguish 'good' from 'bad' characters. Explain what is happening to your child
• Deconstruct the "media reality." Talk with your kids about the people behind the programs (or book, or movies). Remind them (and yourself) that they are created by people with their own biases and experiences. This is even true of the news media!
• Critique other media. Looks at the ads in newspapers, magazines and billboards for cars, clothing and sports equipment. Talk to your child about how the products are glamorized and which audiences are targeted. Who is represented as the consumer? Why are certain ethnic groups or genders linked to certain products?
• Use history as a tool. Help your child understand the real-life history behind many fictionalized stories. While it is true there was a real-life Pocahontas, she was a 13-year-old girl when she met John Smith, not a grown woman, and she didn't look anything like the small-waisted, long-haired character that appeared in the Disney film.

Join us on November 18th when Pulitzer-prize nominated journalist and Emmy-nominated Michelle Madrid-Branch tell us how to expand our circle of influence to include the media.

As a special bonus, Cathy Danowski, will be highlighting the best in children's products that respect and celebrate all cultures, choices and abilities.

Watch out Cabbage Patch Kids.

We're coming to get 'ya!