17 Advertising Lecture

OVERCOMING EXCLUSION
CHAPTER 17
Copyright 2010 Pearson Education, Inc., Upper Saddle River, NJ 07458. All rights reserved.
Social Disadvantages
Not limited to groups defined by race, ethnicity, gender, or religion

Age Disabilities Gays and Lesbians
Melting Pot
Suggests that US had mission to destroy artificial divisions and create a single humankind Unrealistic because dominant group unwilling to welcome racial and ethnic minorities
Salad Bowl
Used to describe a country that is ethnically diverse Also not realistic because image is static and not indicative of the dynamic change seen in US Fails to conjure the myriad cultures that make up the mosaic of the nation
Kaleidoscope
Familiar and more useful analogy Phrase people of color fits with idea of US as a kaleidoscope Changes hard to describe because they change dramatically with little effort
The Aged: A Social Minority
Significant segment of population Have successfully organized into a collective force that wields significant political clout on certain social issues Unlike other social groups subjected to differential treatment, category will include most of us someday
them will eventually give way to us

Elderly share characteristics of subordinate or minority group

Experience unequal treatment in employment and may face prejudice and discrimination Share physical characteristics that distinguishes them from younger people and cultural preferences and leisure-time activities often differ Membership is involuntary Strong sense of group solidarity
Senior citizens centers, retirement communities, advocacy organizations
Generally marry others of comparable age

One crucial difference
All of us will eventually assume the ascribed status of being an older person
More likely to be:
Who Are the Elderly?
Female, White, Living in certain states
Higher death rate in men than women at every age

Women outnumber men by ratio of 3 to 2 Difference grows with advancing age
Among oldest group, women outnumber men 5 to 2
80% are White non-Hispanic
Higher death rate of racial and ethnic minorities
Ageism
Refers to prejudice and discrimination against the elderly Reflects deep uneasiness among young and middle-age about growing old

Gerontologist Bernice Neugarten (1996)
Negative stereotypes of old age are entrenched in a society that prides itself on youth and the future Tend to see elderly only in situations that reinforce the image
Stereotyping - elderly are often stereotyped
Age Discrimination in Employment Act (ADEA) (1968)
Protect workers 40 and older from being fired
Degree of conflict emerging along generational lines

Involves neither conflict nor subjugation Feeling prevails that jobs and benefits for elderly are at expense of younger workers
The Economic Picture
Variation in the economic well-being of the elderly

Gender, Race/Ethnicity, Social class Poverty rate has declined among the elderly
Advocacy Efforts by the Elderly
Gray Panthers
organization to fight against ageism and the rights of the elderly
Older Womens League
Focuses on health insurance, Social Security and pension reform
American Association of Retired Persons (AARP)

Founded in 1958 Largest organization representing nations elderly lobby and works on a number of issues of interest for the elderly Represents one of every four registered voters in US Began Minority Affairs Initiative to recruit racial and ethnic minorities
Margaret Dixon
AARPs first African American president (1996)
People With Disabilities: Moving On
Term disabilities suggest lack of ability and assumption is people with disabilities are less capable
Society limits life chances of people with disabilities in ways that are unnecessary and unrelated to any physical infirmity Census Bureau estimates 41.2 million people with disabilities in 2006
Disability in Contemporary Society

Disability
A reduced ability to perform tasks one would normally do at a given stage in life
Racial and ethnic minorities disproportionately likely to have disabilities and have less access to assistance 2/3 working-age with disability are unemployed The number of disabled will increase
Advances in medicine Aging and disabilities
Most with disabilities believe they would be able to work if offered the opportunity of if reasonable accommodation could be made to address the disability
Labeling the Disabled
Sociologist Erving Goffman (1963)
Society attaches a stigma to many forms of disability and this leads to prejudicial treatment
Disability becomes the primary factor in how others define the disabled
Disability is only one aspect and social role of the disabled
The media contributes to popular negative images of people with disabilities Discrimination- society is not organized around those with disabilities
Architectural barriers Educational barriers Employment barriers
Advocacy for Disability Rights
Ed Roberts (1960s)
Along with others, started the Berkeley Center for Independent Living
National Federation for the Blind New York Citys Disabled in Action
Large number of disabled veterans joined efforts, which gave a boost and legitimacy to efforts
Americans with Disabilities Act of 1992 (ADA)

Civil Rights view of disabilities Humanize the way society treats the disabled
Visitability
Refers to making private homes built to be accessible for visitors with disabilities
Typically in the U.S., sexual orientation is constructed as either homosexual or heterosexual and ignores bisexuals
Gays and Lesbians: Coming Out for Equality
Bisexuals
Individuals sexually attracted to both sexes
Transgendered Persons
Refers to people whose gender identity does not match their physical identity at birth People who see themselves as the sex opposite of their birth identity and may have surgery to be closer to identity
Transexuals
Transvestites
Refers
sex
to cross-dressers who wear clothing of the opposite
Being Gay and Lesbian in the USA
Alfred Kinsey (1948, 1953)

Almost half of all men had had same-sex fantasies About 1/3rd had experienced homosexual encounter after childhood Launched public debate about number of homosexuals in US
General focus was to explore ways to prevent and control homosexuality as a disease Discrimination against gays and lesbians was common and legal
Prejudice and Discrimination
Homophobia
The fear of and prejudice toward homosexuality Present in every facet of life Considered a more respectable form of bigotry than against any other oppressed groups
Syndrome) AIDS Coalition to Unleash Power (ACT-UP)
Stigmatization seen as a major factor in slow initial response to AIDS (Acquired Immunodeficiency
Most outspoken AIDS activist group
National Coalition of Anti-Violence Programs (2004)
Documented more than 2,000 bias motivated incidents
In 2008, 55% of the public felt that homosexual relations should be legal
In 1977, 43% of the public thought homosexual relations should be legal
Advocacy for Gay and Lesbian Rights

First homosexual organization in US founded in Chicago in 1924 Contemporary gay and lesbian movement started in New York in 1969 Police and Gay confrontation in a New York bar
Led to rioting Formation of groups to fight discrimination
Gay liberation groups on college campuses and communities President Bill Clinton (1993)
Military policy of dont ask, dont tell
Domestic Partnership
Two unrelated adults who have chosen to share one anothers lives in a relationship of mutual caring, who reside together, and who agree to be jointly responsible for their dependents, basic living expenses, and other common necessities
Defense of Marriage Act (1996)
Denies federal recognition of same-sex marriages

Vermont (1999) recognition through civil unions Massachusetts (2002) gay couples can legally marry
Some argue promoting gay marriage is trying to assimilate or become like the oppressor Critics argue that equal treatment is real issue and should not be result of conforming to ways of heterosexual dominant society
Discussion repeats a pattern found in every subordinate group of how to maintain ones unique identity and become part of a multicultural society
The Glass is Half Empty

If thirsty or in need, glass is half empty If clearing dirty dishes, glass is half full For many, especially Whites, progress makes it difficult to understand need for more programs and new reforms and impossible to understand when minority neighborhoods erupt in violence To Latinos and African Americans
Reference group is todays Whites, so glass is half empty
Largest minority groups, Latinos and African Americans have higher

Household income Complete more schooling Enjoy longer life expectancy
White Americans have also made similar strides Therefore, the GAP remains
Has increased in some instances
Blacks and Latinos just edged out the income level Whites exceeded in 1975
Puts them 3 decades behind

2007
1 in 9 Whites without health insurance compared to 1 of 5 African Americans and 1 of 3 Latinos
In 1981, 3.9% of all doctorates awarded to African Americans

Proportion increased only to 5.4% in 2002 US continues to rely on overseas students to fill places on the educational ladder

Nonresident Aliens
Immigrants who gained entry for schooling with not other ties to US Received doctorates three times that of Blacks, Asian Americans, Latinos, and American Indians
Struggle for justice among racial and ethnic groups has not completely met its goals Many people still committed to oppression
View it as a benign neglect of those less privileged
Bringing about social equality entails significant changes in existing institutions
President John F. Kennedy (1963)
If we cannot end now our differences, at least we can help make the world safe for diversity (Cleveland 1995:23)
QUESTIONS
What contributes to the changing image of diversity in the United States?
In what ways are the aged, people with disabilities, and gays and lesbians stereotyped?
What are common and differing aspects of the effort to mobilize the elderly, people with disabilities, and gay men and lesbians to achieve equality?
What has been the role of the federal government in the effort to achieve equality by the aged, people with disabilities, and the gay and lesbian community?
What does it mean to overcome exclusion?
Sociologists use the term master status to describe a status that dominates others and thereby determines a persons general position in society. To what degree can that term be applied to the aged, people with disabilities, and members of the gay and lesbian community?
How do policy makers trying to bring about change use the model of half full and half empty either to argue for change on behalf of minorities or to use the same concept to maintain that the status quo is adequate for addressing issues of social inequality?
The mediain advertisements, humor, dramas, and situation comediesportray life in society. What are some examples, both positive and negative, of how the elderly, people with disabilities, and gays and lesbians are presented in the media that you have seen? In what ways are groups stereotyped?

17 Advertising Lecture

Hochgeladen von

Dokumentinformationen

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

17 Advertising Lecture

Hochgeladen von

Copyright:

Verfügbare Formate

OVERCOMING EXCLUSION

Not limited to groups defined by race, ethnicity, gender, or religion

The Aged: A Social Minority

them will eventually give way to us

Elderly share characteristics of subordinate or minority group

Senior citizens centers, retirement communities, advocacy organizations

Generally marry others of comparable age

One crucial difference

Who Are the Elderly?

Female, White, Living in certain states

Higher death rate in men than women at every age

Among oldest group, women outnumber men 5 to 2

80% are White non-Hispanic

Higher death rate of racial and ethnic minorities

Gerontologist Bernice Neugarten (1996)

Stereotyping - elderly are often stereotyped

Age Discrimination in Employment Act (ADEA) (1968)

Protect workers 40 and older from being fired

Degree of conflict emerging along generational lines

The Economic Picture

Variation in the economic well-being of the elderly

Advocacy Efforts by the Elderly

organization to fight against ageism and the rights of the elderly

Older Womens League

Focuses on health insurance, Social Security and pension reform

American Association of Retired Persons (AARP)

AARPs first African American president (1996)

People With Disabilities: Moving On

Disability in Contemporary Society

Advances in medicine Aging and disabilities

Labeling the Disabled

Sociologist Erving Goffman (1963)

Disability is only one aspect and social role of the disabled

Architectural barriers Educational barriers Employment barriers

Advocacy for Disability Rights

Americans with Disabilities Act of 1992 (ADA)

Gays and Lesbians: Coming Out for Equality

Individuals sexually attracted to both sexes

to cross-dressers who wear clothing of the opposite

Being Gay and Lesbian in the USA

Alfred Kinsey (1948, 1953)

Prejudice and Discrimination

Syndrome) AIDS Coalition to Unleash Power (ACT-UP)

Most outspoken AIDS activist group

National Coalition of Anti-Violence Programs (2004)

Documented more than 2,000 bias motivated incidents

In 1977, 43% of the public thought homosexual relations should be legal

Advocacy for Gay and Lesbian Rights

Led to rioting Formation of groups to fight discrimination

Military policy of dont ask, dont tell

Defense of Marriage Act (1996)

Denies federal recognition of same-sex marriages

The Glass is Half Empty

Reference group is todays Whites, so glass is half empty

Largest minority groups, Latinos and African Americans have higher

Has increased in some instances

Puts them 3 decades behind

1 in 9 Whites without health insurance compared to 1 of 5 African Americans and 1 of 3 Latinos

In 1981, 3.9% of all doctorates awarded to African Americans

View it as a benign neglect of those less privileged

Bringing about social equality entails significant changes in existing institutions

President John F. Kennedy (1963)

What contributes to the changing image of diversity in the United States?

What does it mean to overcome exclusion?