The media has been a part of the daily life of the American people for the longest time, because of this fact, the media influences the decisions and views of how people should live. One big part of the media that tends to start to develop a sense of how the day-to-day American should live is Disney. Since kids are the main source of Disney’s billion dollar industry children have become an important dimension of the social theory (Giroux 1999: 65). “Within this context, television emerges as a consumer-oriented medium that reflects advertisers’ desire to reach a young, upscale, and primarily White audience” (Goodale1999; Henderson and Baldasty 2003: 100). As a result other races and ethnic groups other than white Americans are often put aside when it comes to the social media view of how Americans should live.
Due to economy reasons upper class male citizens is the main priority to social media. White men are often seen as the main consumers for the simple reason that they have a higher purchasing power than women or any other group of people in the United States. To many Americans that thought is often normal yet, when looked upon further it’s seen as a system of beliefs that appear normal and natural but they actually reinforce the superiority of certain people, practice and beliefs known as Hegemony Ideologies. Meaning other groups with difference races and ethnicity that is not white American tends to fall into the group known the minority group. Minorities are often seen to the social media as a disadvantage and as a result is less advertised in the media (Macionis 2011: 152).
However, when a group of people other than whites who appear in an advertisement is primarily “appear in toke roles, limiting their own visibility while sustaining White power” (Henderson and Baldasty 2003: 99).The media argues that they only give what the audience wants yet who is to say that white dominance is most favorable in media than people of color. There is no concrete evidence to prove whites are most favorable however, because whites have been the major source of advertisements it almost proves the statement true. Nonetheless, their only reason is whites are more stable and are more likely to offer the media with more money power than any other group of people in the U.S. “When people of color appeared in ads, they often had peripheral roles, appearing in non-speaking “background” roles” (Henderson and Baldasty 2003:102).
Most white characters held the speaking roles in the commercial as the African-Americans characters were the ones in the restaurant in the background (Henderson and Baldasty 2003: 102). In the Henderson and Baldasty article it states that the ads that whites and people of color relates back to the cost or view of the product being advertised. People of color who are in the primary roles of an advertisement are often related back to products that are less expensive like fast food advertisement. Whites in the other hand with...