Racial Bias Still Haunts Media

Editor's Note: This article is part of a special In These Times issue on the media, in which In These Times editors and contributors examine the current progressive media strategy and suggest what's needed, what progressives can learn and what the future holds. To see the other articles in this issue, please visit the In These Times website.

The fight to contain the monopolistic impulses of the corporate media has galvanized media activists. Their efforts have borne some fruit, mobilizing considerable opposition to a Federal Communications Commissions ruling that loosens limits on the number of stations a single company may own. On Sept. 17 the Senate passed a full rollback of the FCC ruling.

But this sharp, almost exclusive focus on corporate ownership has drowned out other crucial concerns in the struggle for media democracy. And one of the most serious issues is the continuing problem of racial bias.

Many of our current headlines are suffused with racial content. But there’s precious little effort to place that content in an understandable context. The long line of statistics that point to continuing racial inequities -- in health care, incarceration, poverty, education, employment and more -- are often marginalized as aberrations in a land of opportunity. There is a “race fatigue” factor in much mainstream media coverage these days. The media message to African Americans is this: Racism is old news -- get over it.

Rush Limbaugh was essentially fired for saying on air that the media was giving black NFL quarterback Donovan McNabb a pass because it was “very desirous that a black quarterback do well.” His comments were troubling more for the context of his words than the content. He was hired by ESPN to attract white males (“NASCAR Dads”) similarly offended by affirmative action. Limbaugh’s argument feeds the notion that an unbridled beast of affirmative action is roaming the countryside, victimizing helpless whites.

This animus against affirmative action is part of a general American narrative of racial hierarchy and privilege. It’s an old narrative with many subplots and subtleties (Confederate patriots thought that freeing slaves was “affirmative action”), but the overall theme is white supremacy. An important part of the media’s job during America’s formative years was to transform racial hierarchy into conventional wisdom. Their success was overwhelming.

Racist assumptions have blocked African-American progress at every historical juncture, but these biases are so deeply embedded in U.S. institutions and attitudes that most of the white Americans who share them often can’t detect them. Distressingly, these notions can also be found in some progressive quarters. The history of this nation’s progressive movement is rife with racial rancor. And although progressives have more openly confronted racial issues than other spheres of society in America, they still have a lot of work to do -- just look at the leadership ranks of progressive organizations.

That may be one reason why the movement for media democracy, as commendable as it is, has failed to attract the attention of black activists with whom it would seem to have much in common.

“The corporate preoccupations of most white media activists have very little relevance to the everyday lives of the black people I see who are adversely affected by the media on a regular basis,” explains Karen Bond, a black media activist from Evanston, Illinois. Bond says her basic struggle is to reduce media portrayals that promote negative racial stereotypes influencing the life chances of American minorities. “That’s where the rubber really meets the road in the media.” Ownership diversity doesn’t necessarily speak to that core problem, she says. “When media had more diverse ownership, stereotypes still reigned.”