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Visual Text

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The issue of stereotyping also appears in the representation of gender. When it comes to gender roles, the females take the lower end, normally playing second fiddle to the males. The creation created, furthered, and sustained by the popular media is that it has stereotyped the man as being a provider, hero, savior of the females, an achiever, independent, a career-oriented adult, and the beneficiary of wider media dissemination. The female on the other end takes the crown of being a mother, weak being, only suitable for domestic chores, and overly reliant on the male for survival. Additionally, the female is portrayed as an object for serving and satisfying the man (Wood, 1994).An example of stereotype in the media is the portrayal of black males as gangsters in drama films, whereas the whites are mostly playing the detective or the hero of the day. Additionally, black females feature as slaves in most films. The other example is that in storybooks such as Cinderella, the hero was male, and came to save her. In domestic advertisements, household chores such as caring for children or cooking usually apply female images and will rarely portray a male character in them (Gauntlett, 2008).The media is ironical in that it provides both a negative (stereotype) and positive (countertype). This presents the second type of element furthered by the media, countertyping. Countertyping is simply positive stereotype. Countertype means creating positive rather than negative attribution towards a party. Although unstated, countertype was created as a means of dissolving stereotype. Countertype is a type of positive stereotype (Galician, 2013). In popular media it applies in that it seeks to restore neutrality in film, music, literature, drama, and all other forms of popular media. In short, it aims at providing a common (universal) perspective which is indiscriminate from all viewpoints.The [new] culture adopted by the media directly addresses equality in all perspectives, including the racism discussed earlier. On matters racism depicted by non-whites playing secondary or demeaning roles to the whites, the popular media restores the balance by providing equal roles for both whites and non-whites. It is no longer uncommon for whites (male and female) to play the secondary roles as non-whites take up the hero or superior contexts is film, drama, or literature. In fact, countertyping has gone to the
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