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Racism, Sexism, and the Media

Racism, Sexism, and the Media
Multicultural Issues Into the New Communications Age

Fourth Edition

October 2012 | 336 pages | SAGE Publications, Inc

As our society becomes increasingly diverse, racial, ethnic, and gender inclusiveness and equality have taken on new life in the United States. The Fourth Edition of Racism, Sexism, and the Media examines how different race, ethnic, and gender groups fit into the fabric of America; how the media influence and shape everyone's perception of how they fit; and how the media and advertisers are continuously adapting their communications to effectively reach these groups. The authors explore how the rise of class/group-focused communication, resulting from the convergence of new media technologies and continued demographic segmentation of audiences, has led media outlets and advertisers to see women and people of color as influential key audiences and target markets, as well as a source of stereotypes, which may lead to media insensitivity and may help perpetuate social inequity.

The Fourth Edition includes updated content on topics covered in the previous editions, such as film, television, radio, print media, advertising, and public relations. It also incorporates new material on: women of color, including an integrated assessment of their media experiences; new material on Muslim, Arab, and Asian groups; new technologies; and social media use and their impact. Presented in a logical, easy-to-follow format, this text offers readers an enhanced and expanded understanding of how women and minorities in the United States shape and are shaped by today's media environment.

1. Demographics
2. Media Matters
3. Disparaging the "Other"
4. "Bamboozling" Stereotypes Through the 20th Century
5. Race, Culture & Gender in the New Media Age
6. The Press: Whose (News) Media Is It?
7. Marketing and Advertising: The Media's Not So Silent Partners
8. Public Relations: An Opportunity to Influence the Media
9. Advocacy: Keeping Their Feet to the Fire
10. Access: Equitable Hiring Principles Elude Media Employers
11. Alternative Media

I think this book covers many important topics that are relevant to my course. However, as a community college instructor, I have to weigh the value of the content against the cost to students. As such, I decided that I couldn't justify the money students would have to pay for this book.

Dr Anna Hackman
Humanities Social Sciences Div, Seattle Central Cmty College
November 25, 2015

Definitely a cogent text with which to introduce students to these important themes and their interconnections.

Humanities Fine Arts Dept, Front Range Community College
December 11, 2014

Excellent text. Loved the depth of issues.

Professor Charles Little
Cmmctn & Media Studies, Santa Ana College
July 19, 2014

Didn't receive the review text

Mr Ahmed Abdelaal
Marketing , Hamline University
March 27, 2014

Not specific enough to sport context for me to adopt for my course purposes.

Dr Nicole LaVoi
Sch Of Kinesiology Leisure Std, Univ Of Minnesota-Twin Cities
March 14, 2014

I'll adopt individual chapters where fitted, but as a textbook, it doesn't fit into the undergrad classes I'm teaching.

Thanks for sending the review copy!

Dr Xi Cui
Communication, Dixie State University
October 25, 2013

I found that this book is very informative and breaks the information down well so that the students can understand it.

Miss Aloni Hill
Mass Communications Dept, Virginia Union University
January 9, 2013

The book arrived far too late for me to submit it as a textbook for my winter course. I got it mid Nov and my decision date was Nov 1. No time to review and decide whether or not to use it.

Dr Valerie Pruegger
Psychology, Univ of Calgary
November 22, 2012
Key features


  • Updated throughout with the most recent information on minorities and the media, including the latest data from the 2010 Census.
  • New chapter 5: "Race, Gender, and Culture in the New Media Age" and additional coverage throughout of new technologies and media, including social media and alternative media
  • Reorganized table of contents now integrates coverage of women (previously discussed primarily in Chapter 8 of the 3rd edition) throughout the text for more comprehensive coverage of gender
  • New and expanded coverage of Muslim, Arab, and Asian groups and the media


  • Using the most current information in the rapidly evolving area of minorities and the media (incorporating the latest data from the 2010 Census), the text includes portrayals of minorities in the media and strategies for coping with a diverse and often insensitive media landscape.
  • An extensive, thoughtful, and thought-provoking art program brings concepts to life with examples from multiple decades and diverse media, such as posters, political cartoons, advertisements, food labels, newspapers, magazines, television, film, the internet, and video games.
  • The authors' 21st century vision of the future of minorities and mass communication includes the growth of racial diversity, technological advances in communication media, and targeting of audience segments by the media.

Sample Materials & Chapters


CH 1

CH 8

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