Toxic Stereotypes: An Analysis of Selected Media Distortions Using Stuart Hall’s Model

Abstract

Media plays a significant role in shaping societal perceptions and beliefs influencing the way individuals view themselves and others. Stuart Hall's communication model highlights the importance of media in constructing meaning, showing that representations in media and other cultural texts are not neutral or objective, but rather are shaped by dominant discourses and power structures. In the light of this perspective, this study aims to analyze viral and harmful stereotypes perpetuated by media representations, to examine the toxic impact of these stereotypes on individuals and society and to evaluate the role of media in shaping cultural perceptions within the framework of Hall's model. The research considers the stereotypes at Three Levels (3Ls); Toxic Masculinity (TM), Racial and Ethnic Stereotypes (RETs), as well as Gender and Sexual Stereotypes (GSSs). The Desk Research Method is employed to review existing studies and publications on such harmful media stereotypes that tend to align with Hall's postulations, towards extracting and framing these biases for critical discourses. This research is significant as it contributes to the existing body of knowledge on media effects and representation shedding light on the detrimental impact of harmful stereotypes on historical, cultural and sexual identities as perpetuated by the media. By uncovering the ills of media-driven stereotypes which mis-shapes societal attitudes and perceptions, this study aims to raise awareness on the need for critical media literacy among media consumers.