Media Analysis: Social Class

The entertainment industry continues to grow, but also continues to lack on the correlation it has with today’s society and the undeniable truth behind what we see. Advertisements tend to use a somewhat middle-class family to push their product. Depending on the product itself (price, use, etc.) businesses may use a family that can be illustrated as upper-class too. This depiction assumes that the item only associates with that social class. When this happens, people begin striving to obtain that item because it holds a level of status among society. People who may be of the lower or middle class, that in order to feel accomplished, they must purchase these material objects. A happiness that may only last until the newer and improved model comes out. Hooks states, “pouring all their hard-earned money into this acquisition while neglecting material concerns that, if addressed, could help them change their lives in the long run” (Hooks 2000, 127).

Media typically portrays middle class families with two parents, a son, daughter, possibly a pet, and a house to themselves. More often than not, this family is white. Does that mean no other race can be middle-class and own a home? No, but once you start advertising for things like Mercedes, Gucci, BMW, etc. people begin to form stereotypes, which can affect those of any race other than white. People assume those who own a certain product are of a certain class and possibly race.

The impact of these assumptions can crossover into someone’s personal life. Whether it determines if they get a certain job or simply purchase an item at a store. Many people will hold stereotypes over a certain social class, and possibly the race that makes up the majority. One example would be that African Americans are associated with the lower class in society. It is seen in movies, music videos, ads, men and women living in urban areas that are run-down and overwhelmed with violence. One assumption that media can create, is the single mother household where the father left and never came back. This does not represent society as whole, and though may be real, men and women continue to correlate races with certain social classes and household representation.