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A Window to Race and Culture

Authored by: Anthony J. Cortese

The Routledge Companion to Media and Race

Print publication date:  December  2016
Online publication date:  November  2016

Print ISBN: 9781138020726
eBook ISBN: 9781315778228
Adobe ISBN: 9781317695837

10.4324/9781315778228.ch14

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Abstract

Why study images of ethnic minorities in advertising? These images shape cultural attitudes about racial minorities and are very powerful agents of socialization. Advertising reflects social stratification—a barometer of the willingness of whites to share mainstream culture with people of color. Finally, studying these images fosters critical media literacy and empowers us to become more autonomous, capable of liberating ourselves from power arrangements and toward positive social change (Cortese 2016).

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