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University of Florida, CJC Online, Mass Communication Theory, MMC6400.
Mass media is the primary means by which most of us experience and learn about the world. Media powerfully influences our daily social practices, altering how we view ourselves, our relationships with others, and even the image we have of our own bodies.
"Critical theory and cultural studies seek to directly address questions about the way media create profound changes in social life through subtle influence compounded over time" (Rosenberry & Vicker, 2017, p.118).
While effects tradition’s goal is to accurately describe mass media effects, new perspectives dig beneath the assumptions of social life, using an interdisciplinary approach to analyze social relations and political context (Naveed, 2019).
The underlying goal of both critical theory and cultural studies is to emancipate oppressed or marginalized voices and change society by examining the relationship between power and culture.
Critical theory and cultural studies examine mass media’s potential to “promote equality and social justice, challenging systems of domination and oppression” (King, 2016) and “to expose how ideologies of powerful groups are unwittingly perpetuated and ways they can be resisted to disrupt the system of power that disenfranchises certain groups” (Rosenberry & Vicker, 2017, p.128).
By itself, the qualitative approach employed by the new approaches of critical theory and cultural studies lacks the means to verify, falsify, and validate results. But the traditional effects approach used in combination with the new perspectives may present a solution to this shortfall.
“The interpretive and social science paradigms, when used in harmony with each other, can offer a more complete picture of the impact of media on society and culture” (Rosenberry, p.138).
Areas that can be better addressed by critical and cultural perspectives than the traditional effects paradigm include the oppression and marginalization of gender, ethnicity, and sexuality in mass media.
For example, measuring the effect of color-blind casting on audiences and assessing the practice’s success in altering the status quo of BIPOC representation in mass media.
Color-Blind Casting The concept of color-blindness seeks to create more opportunities for people of color by opening doors for BIPOC actors to step outside of the historically limited roles: servants, slaves, or criminals (Sharf, 2019).
(Lin-Manuel Miranda appears in the color-blind casted Hamilton: An American Musical.)
For example, the traditional effects paradigm could provide empirical data by documenting the number of BIPOC actors appearing in the 2021 television season, revealing which performers received acknowledgment or awards, and investigating how many viewers tuned in to color-blind casted programming.
Netflix’s Bridgerton is a prime example. While critics predicted Netflix’s diverse casting efforts would hinder the show’s success, traditional effects research shows that Bridgerton was Netflix’s fifth most popular original release, streaming to more than 63 million users in the first month it was released (Hitt, 2021).
Bandura’s social learning theory might help us examine whether seeing more BIPOC representation in traditionally white stories affects the way that oppressed and marginalized populations view themselves, others, and the world in general.
For example, Disney’s choice of Halle Bailey to portray their new live-action movie’s title role The Little Mermaid. What does the trending hashtag #NotMyAriel tell us?
While Disney may claim that their casting choice of a black woman as ‘Ariel’ will help little girls of color feel acknowledged, critical perspectives may reveal that stories based on authentic culture would succeed better at racial representation (Nilles, 2019).
Traditional effects would find this a difficult question to measure, but qualitative data collected from interviews and focus groups might better clarify the answer.
Agenda-setting theory might help us examine the effect of color-blind casting’s recent resurgence in the media, with Netflix and Disney spearheading the practice in their newest productions. For example, did Lin Manuel’s successful use of color-blind casting in his Broadway hit Hamilton (2015) inspire CBS’s Riverdale (2017) or The Equalizer (2021)?
Agenda-setting theory would help us look at how many examples of color-blind casting mass media presents, and how this might influence the cultural conversation.
However, viewed from a critical perspective the use of color-blind casting may be assessed very differently, as illustrated by Cummings article in The Harvard Crimson.
“It is not enough to be merely aware of the BIPOC bodies present in film, television, and theatre. It is imperative to identify and challenge the prejudices and stereotypes white audiences have attached to these bodies. Those possessing creative and management responsibility for productions must discern the socio-political and cultural implications of the on-screen, on-stage existence of bodies of color” (Cummings, 2020).
Finally, overlaying cultural studies can help investigators better understand the underlying problems presented by color-blind casting.
For example, Netflix’s Bridgerton fell into a mulatto trope when it cast Ruby Barker in the role of Marian Thompson. The character’s storyline unintentionally mirrored the stereotyped “tragic mulatta” role which became popular in abolitionist fiction.
"After the abolition of slavery, the trope endured fostering the perceived natural division of the races" (Luders-Manuel, 2021). In this context, cultural studies may help color-conscious practices bring a more holistic view to the social and political issues of color-blindness in mass media representation.
“While color-blind casting increases opportunities for diverse casts, continued colorblindness after casting can result in the perpetuation of stereotypes, however unintended” (Luders-Manuel, 2021).
Identifying issues and describing why they matter to society can be best analyzed from a critical perspective. Once that problem is defined, it can be investigated with quantitative social science methods such as attitude surveys or content analyses, then followed with qualitative research within cultural studies. The traditional effects approach may be used to verify and falsify supporting empirical evidence, validating research results.
“The net effect could be likened to multi-channel sound for music and video production, which provides more audio information to create a fuller richer, and more complete reproduction of a video soundtrack by literally surrounding the viewer with audio” (Rosenberry & Vicker, 2017, p.138).
The Daily Show - July 27, 2019
In this "Between the Scenes" clip from The Daily Show, Trevor Noah unpacks Scarlett Johansson’s controversial comments about being allowed to “play any person, or any tree” and reflects on what the actress is missing about representation. Do you agree with Trevor?
QUESTIONS
Should ethnic film roles be reserved for BIPOC actors?
Can we hold Hollywood responsible for the representation of historically marginalized people?
How do we foster the inclusion of BIPOC, LGBTQIA+, and actors with disabilities to play authentic roles in stage and screen productions?
Share your thoughts.
References
Cummings, E. P. (2020, December 9). Unpopular opinion: Color-blind casting isn’t “woke” - it’s racist. The Harvard Crimson. Unpopular Opinion: Color-Blind Casting Isn’t ‘Woke’ — It’s Racist | Arts | The Harvard Crimson (thecrimson.com)
Hitt, C. (2021, January 7). Bridgerton’s Nicola Coughlan slams critics of the show’s diverse cast: It worked for ’63 million households’. US Weekly. Bridgerton's Nicola Coughlan Slams Critics Over Cast Diversity (usmagazine.com)
Jaeger, M. (2020, October 12). Riverdale is in a position to rethink color-blind casting. Online Spiel World. https://onlinespiel.world/riverdale-is-in-a-position-to-rethink-color-blind-casting/
King, C. S. (2016, December 22). Critical cultural approaches to gender and sex. Oxford Research Encyclopedia of Communication. https://oxfordre.com/communication/ view/
Luders-Manuel, S. (2021, February 9). The tragic mulatta of Bridgerton. JSTOR Daily The “Tragic Mulatta” of Bridgerton | JSTOR Daily
Lumen Library. (n.d.). Critical theories paradigm. Lumen. Retrieved June 15, 2021, from Critical Theories Paradigm | Introduction to Communication (lumenlearning.com)
Mayo, L.A. (2018, June 12). Although well-intentioned, color-blind casting is a step forward for no one. Study Breaks. Although Well-Intentioned, Color Blind Casting Is a Step Forward for No One (studybreaks.com)
Naveed, F. (2019, November 9). The emergence of critical and cultural theories. Mass Communication Talk. THE EMERGENCE OF CRITICAL AND CULTURAL THEORIES - Mass Communication Talk
Nilles, B. (2019, July 16). The Little Mermaid’s Halle Bailey isn’t alone: Inside Disney’s many controversial live-action casting choices. E! Online. Inside Disney's Controversial Live-Action Casting Choices - E! Online (eonline.com)
Rosenberry, J., & Vicker, L. A. (2017). Applied mass communication theory: A guide for media practitioners (2nd ed.). Routledge.
Sharf, Z. (2019, July 18). Trevor Noah explains what Scarlett Johansson isn’t understanding about representation. Indiewire. What Scarlett Johansson Isn’t Understanding About Representation | IndieWire
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