As a social phenomenon, stigma is complex and broad-reaching. It can be applied to a wide range of groups in society, for example to criminals, women, individuals with mental illnesses, AIDS patients, sex workers, obese people, LGBTQ persons, religious minorities, and racial minorities. The media play an important role in the formation and maintenance of biased cultural stereotypes about stigmatized groups. Regardless of whether you are the target or the perpetrator of prejudice, the media act as key socializing agents in shaping societal notions about normalcy, deviance, and otherness. However, much of the research on media's influence on the process of stigmatization has focused on health-related (Smith, 2007) and, to some extent, on racism-and sexismrelated stigma. Most of this scholarship measures the impact of negative media portrayals of stigmatized groups on the perpetrators of prejudice rather than the psychosocial impact of these portrayals on the stigmatized targets themselves. Some research also demonstrates that media can occasionally serve as positive tools in overcoming stigma and can help find effective ways of coping with it.
What is stigma?Scholars trace the word stigma to ancient Greece, where the noun stigma (plural stigmata) referred to the "tattoo mark" imprinted with a hot iron on criminals and slaves in order to identify them. Whether a visible stain or an invisible marker of difference, stigma gets its meaning through the emotions that it generates in those who experience stigmatization and in those who perpetrate it. Stigma is a broad umbrella term that encompasses related or overlapping concepts such as stereotyping, labeling, prejudice, marginalization, ostracism, status loss, and discrimination.Stigma is not a disorder or a condition in an individual; it is a socially constructed exclusionary mechanism. It refers to discredited characteristics, which are not in line with societal expectations of what an individual should be like. It is not just being "different" or an outlier that defines stigmatized individuals. Stigma is a mark of disgrace, shame, or guilt. It is associated with negative evaluations and prejudice, which often lead to ostracism and discrimination. It is a dynamic concept: The nature and severity of the processes it refers to can change across time, contexts, and cultures. Some stigmata have been around for many centuries (e.g., stigmata attached to individuals with mental or physically illnesses), while other stigmata have diminished over periods of time (e.g., stigmata attached to divorcees). Media messages influence