2001
DOI: 10.1177/002193470103200107
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Are We Seeing Things?

Abstract: The research on African Americans and television advertising is abundant with empirical evidence that attests that Blacks have come a long way as far as inclusion is concerned. Numerous studies cite the increase in Black presence

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Cited by 32 publications
(6 citation statements)
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“…10 Following the abolition of slavery, servile stereotypes continued to be used to justify restricting Black people to low-paying, domestic service roles (Collins, 1990). Caricatures of servile Black people continued to be reinforced well into the 20 th century, through representation in both marketing (e.g., Aunt Jemima, Uncle Ben) and film (e.g., Gone with the Wind; Bailin, 2014;Fuller, 2001;Lemons, 1977;Reynolds-Dobbs et al, 2008;Thomas, 2020;West, 2008;Woodard & Mastin, 2005). As such, "happy-go-lucky" was among the most frequently reported U.S. stereotypes of Black people in the 1930s (Katz & Braley, 1933).…”
Section: Servile Stereotypesmentioning
confidence: 99%
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“…10 Following the abolition of slavery, servile stereotypes continued to be used to justify restricting Black people to low-paying, domestic service roles (Collins, 1990). Caricatures of servile Black people continued to be reinforced well into the 20 th century, through representation in both marketing (e.g., Aunt Jemima, Uncle Ben) and film (e.g., Gone with the Wind; Bailin, 2014;Fuller, 2001;Lemons, 1977;Reynolds-Dobbs et al, 2008;Thomas, 2020;West, 2008;Woodard & Mastin, 2005). As such, "happy-go-lucky" was among the most frequently reported U.S. stereotypes of Black people in the 1930s (Katz & Braley, 1933).…”
Section: Servile Stereotypesmentioning
confidence: 99%
“…However, this stereotype became increasingly hard to maintain during the U.S. Civil Rights movement, which likely explains why it had virtually disappeared by the 1990s (Devine & Elliot, 1995). Even so, many of these servile characters continued to appear in films and advertising into the 21st century, offering the public a nostalgic notion of how things used to be (Fuller, 2001;McElya, 2007;Thomas, 2020;West, 2008;Woodard & Mastin, 2005).…”
Section: Servile Stereotypesmentioning
confidence: 99%
“…Even so, servile Black characters continued to appear in media into the 21st century, offering the public a nostalgic notion of how things used to be (Fuller, 2001;McElya, 2007;Thomas, 2020;Woodard & Mastin, 2005).…”
Section: The Antebellum Periodmentioning
confidence: 99%
“…The U.S. Civil Rights movement—in which Black Americans demanded legal enforcement of equal rights—posed a direct challenge to the servile stereotype, which likely explains why it had virtually disappeared by the 1990s (Devine & Elliot, 1995). Even so, servile Black characters continued to appear in media into the 21st century, offering the public a nostalgic notion of how things used to be (Fuller, 2001; McElya, 2007; Thomas, 2020; West, 2008; Woodard & Mastin, 2005). Exposure to these servile characters, and internalization of these stereotypes, can have negative repercussions for Black Americans' self‐concept and self‐esteem (Speight, 2007; Thomas et al., 2004).…”
Section: The Antebellum Periodmentioning
confidence: 99%
“…Mammies are desexualized servants who act as caregivers to white children (West, 2008) and are often portrayed as heavy-set and masculine (Chen, Williams, Hendrickson, & Chen, 2012). The historical version of Aunt Jemima on syrup bottles-heavy set and wearing a bandana representing the times of slavery-is one such representation of a mammy (Fuller, 2001). Jezebels are sexually available and promiscuous, and Sapphires are angry and combative (Collins, 2000;West, 2008).…”
Section: The Media Representation Of Black Femalesmentioning
confidence: 99%