Charitable stars stereotyped by the media


Date: June 1, 2011
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Name of the story: Stars line-up for Aids

Publication: Sowetan

Date: 3 May 2011

Country: South Africa

Theme: HIV/AIDS, entertainment

Skills: Perspective and sources

GEM classification: Subtle stereotype

Description
World-known celebrities and artists will attend the Life Ball event to raise funds for HIV and AIDS activities. While this is news of a good cause, it is the image used for the article that provokes debate. The picture of Janet Jackson in a bra, striking a sexually explicit pose trivialises the important message about supporting efforts to combat HIV/AIDS. While the picture might have been used to attract the readers’ attention to the article, it perpetuates a stereotype about Jackson as a sex object. It also stands in stark contrast to the serious undertones of the article, which is promoting the importance of supporting HIV/AIDS activities.  

Headline
The headline for the story, “Stars line-up for AidsÀ, reflects the essence of the story. However, the headline is subject to be misinterpreted – it has more meanings than stars assembling for a fundraising event. Due to the grammar of the headline, it could also be interpreted to mean that stars are lining up to catch AIDS, which is not the intention of the writer.

Sources
Apart from unidentified sources mentioned in the first paragraph, the story is told in the reporter’s own words. It would have added more depth to the story if stars expected to grace the occasion were interviewed. Further, the story does not tell the source from which statistics of revellers and the money raised during the last Life Ball event were taken from.

Language
The language is neutral and does not convey any stereotypes.  

Visual image
The story uses an explicit picture of Janet Jackson which does not reflect the essence of the story. Much as we know that Jackson is a music celebrity who normally dresses this way when posing for adverts or performing on stage, her role during this event was totally different. In this article, Janet Jackson is a supporter of a good cause rather than a desirable diva. This makes the picture irrelevant and indeed juxtaposed to the story. AIDS is a serious issue and finding a good picture that could have reinforced this story was a better option. It could be insinuated that the editor chose this picture not necessarily to reinforce the story, but to “sellÀ the newspaper or to attract reader’s attention to the page. It perpetuates a preconceived stereotype about Jackson. This article could have been an opportunity to diversify the image of Jackson that is usually seen in the media but instead it portrays her as a sex object.

Story angle and perspective
Overall, the story angle is good. However, the use of the photo leaves much to be desired. The picture degrades the value of women and portrays female celebrities in a sexist way. If male participants of the event like Bill Clinton were to accompany the story, they would have been shown in different attire and not scantily clad like Jackson.

Placement and positioning
The story was placed on page three of the newspaper, which is a prominent position. This highlights the need for a better picture to accompany the story.

Training exercises

  • In groups, analyse the picture of Janet Jackson and how it relates to the story. Report back to the class on your findings.
  • Why is it important to choose a picture that is relevant to the story?
  • If you were the editor, what picture would you have chosen to accompany the story?
  • What kind of ethical issues must a journalist be aware of when writing stories about HIV/AIDS?

Other training resources

Research: The Discreet Charm of the Petite Celebrity: gender and lifestyle on “My Super Sweet 16” written by Robin Johnson.

Research: Developing a New Gender Role Stereotype Index for Television Advertising: coding stereotypical and reverse-stereotypical portrayals written by Kim Kwangok and Dennis Lowry.

Publication: Gender and Tabloids in Southern Africa written by Colleen Lowe Morna and Sikhonzile Ndlovu.


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