VISUAL IMAGES OF AMERICAN SOCIETY:

Abstract

By examining the 5,413 illustrations provided in 33 introductory sociology textbooks published between 1982 and 1988, we explored the way textbook publishers in sociology pictorially construct images of gender and race. Individuals in a picture are coded for race and gender identity; each picture is coded for location in or outside the United States and for placement in 1 of 26 substantive topics. Although people of color were shown in numerically “fair” proportions, including Blacks seemed to be a way of “staging” equality in the United States, while including other minorities appeared to offer “cross-cultural” comparisons to American society. Women accounted for only 36 percent of the individuals portrayed in these books, regardless of racial and ethnic category. Race and gender seemed to be conceptualized as nonoverlapping categories; White women “have” gender, while women of color apparently “have” only race. White men and boys occupied the center stage in these images of society; not only were more White men and boys presented than any other gender or race category, but they also received more exclusive attention and visually dominated the crucial institutions of politics and the economy. Although authors and publishers may strive to be fair, the way that race and gender representation is constructed in introductory sociology textbooks tends to reflect rather than critique popular American stereotypes.