"Food Advertising in Black and Hispanic Targeted Media"

For my poster presentation I focused on Food Advertising on television in Black and Hispanic targeted media. One of the artifacts I chose for the poster presentation was the article: "Black, Hispanic Kids Targeted by Ads for Soda and High-Calorie Foods, “by Maggie Foxx found on NBC (2015). According to Maggie Foxx (2015) in NBC News, "Black children and teens saw at least twice as many ads for gum/mints, soda, and other sugary drinks compared with white children and teens." This information was mind blowing because I had no idea of how food corporations and television Ads focused on a specific race, ethnicity and income characteristics. The article "Black, Hispanic Kids Targeted by Ads for Soda and High-Calorie Foods (2015), brings awareness of how food corporations partners up with television programming to advertise sugary Ads to minority children such as Blacks and Hispanics. This article represents minority children by educating the viewers of the tactics used by food advertisements in order to advertise their products. 

Another quote I used was: "Studies have shown that African-American and Hispanic children see 70 percent more (junk) food-related TV advertisements than white children do." (Foxx 1). This quote was important for me to use because it shows a high percentage of junk food advertisements being targeted to Black and Hispanic children. Foxx did an excellent job representing African American and Hispanic children/families by educating the readers the truth about food Advertisements. The article shares information of how food corporations don't care for children but only care to make profit.

Another artifact I used was the video "Fighting Junk Food Marketing to Kids," by Berkeley Media Study Groups, uploaded on April 29, 2011. This video shares important information about the food corporations and junk food Ads that are targeting African American and Hispanic children every day. These food Advertisements are not only being advertised on television but they are also being advertised on supermarkets. The video also shares how minority children are at greater risk from suffering from obesity, heart disease and other related diseases more than white children. This video shows the sad reality of how food corporations do what it takes in order to sell their products. Unfortunately, these products being advertised on television focus on junk food, fast food and sugary drinks. Another important point that the video points out is the use of endorsements in order to attract children. According to the video "Fighting Junk Food Marketing to Kids," food companies uses aggressive marketing by using athletes, celebrities, cartoons and movies in order to relate with consumers. These endorsements relate and connect with minority children and become heroes to them. Once a child sees their favorite cartoon character, celebrity, athlete and movie adverting junk food products, the child would want to consume that product.

Shiriki Kumanyika Chair of the African American Collaborative Obesity Research Network quotes:

"This is a clear case of tactics that must be profitable from the business perspective but at the cost of fostering an environment that promotes poor health in black and Hispanic youth in particular."

Another artifact I used to support my poster board was the video called: "Do junk food ads disproportionately target minorities," by Fox News uploaded on November 4, 2015. This video answers questions that schools and parents have in regards to food advertisements on television and other media. The video shares valuable information that supports my topic by asking and answering the question: why is the media/television targeting minority children with junk food advertisements compared to white children? The video also shares "that 13.3% of candy related Ads are showcased in Spanish television, and 18.3% candy related Ads on television shows target African American children. These percentages are very high compared to what white children are watching on television.

Another artifact I used was the article and video "We are Not Buying It," found on the Prevention Institute web site. The article and video "We are not buying it," shares valuable information of the billions of dollars that food corporations spend each year on television Ads in order to sell and promote junk food and unhealthy foods. "We are Not Buying It," does an excellent job representing minority children and families such as Black and Hispanics. The article and video points out how Black and Hispanic children are being underrepresented because the dominant code is to associate junk food and unhealthy foods with minority children. The video and article also shares possible solutions that can be made in order to make a change. "We are Not Buying It," also showcases how families are starting to become more aware of junk food Advertisements and are not giving into buying junk food products advertised on television. I used this specific video to represent the "Oppositional Code." The video shares how families oppose the advertisement of junk food Ads on television. Unfortunately, majority of the families who are taking action are predominantly white because they have the knowledge and money to purchase organic and healthier options. 

Another artifact I used to support my poster presentation was the article-analysis: "Obesity Prevention in Black Communities,"by the state of obesity web site. This article analyses the factors why African American families/children suffer from poverty and obesity due to junk food marketing and advertising. The analysis goes into detail about junk food advertisements and how these advertisements are affecting the African american community compared to white families. The article also touches on the topic of less affordable markets and the low availability of health food markets in low income communities. This artifact showcased important charts and information that supported my poster presentation. One of the charts I used was: 

 

This image showcases percentages of children living in poverty as well as the low percentage of supermarkets in African American communities, compared to white communities. As we can see, the percentage of supermarkets available in low income African American communities is very low compared to the high and middle class white communities. The article quotes: 

"The products most frequently marketed to African Americans are high-calorie, low-nutrition foods and beverages. Billboards and other forms of outdoor advertisements, which often promote foods of low nutritional value, are 13 times denser in predominantly African American neighborhoods than White neighborhoods." 

The State of obesity web site shows the sad truth of how food advertisements target low income communities and minorities in order to make money. Sadly the majority of low income communities are Black and Hispanic communities. 

Another article-analysis I used as an article was the article: "Obesity Prevention in Latino Communities." This article is similar to the previous article but it focuses on Latino communities. One of the artifacts I used to support my poster presentation was the Latino rates that live below the poverty line compared to whites. This chart shows how food marketers are able to target to Latino families and advertise food products that are cheap and unhealthy due to their status and income. 

Another chart I used the obesity rate between Latino and white adults/children. As we can see Latinos are suffering from higher percentages of obesity due to the high percentage of food Ads advertised on television. These Ads targeted minorities groups such as African American and Hispanics. 

Another important chart I used as an artifact was the "Fast-Food Ads Aimed at Kids Aired on four channels." This chart shows 79% in total of the junk food Ads being shown in different children television programming. 

Overall, this assignment has thought me to be more aware of how television Ads can affect our children and society. As a future educator my goal is to educate and bring awareness to my future students about important issues such as gender roles, media representation and human rights so that they can make better decision in life. Taking this class has thought me to question what is being presented in front of me and to educate myself of important issues that affect my community and society. I had an amazing experience and surprised myself of how passionate and aware I am now about media representation, dominant codes, gender roles, and more. I am very excited to learn more as I move forward and cannot wait to share all of my knowledge to my future students. 

"Food Advertising in Black and Hispanic Targeted Media"

For my poster presentation I chose the theme:
"Food Advertisement in Black and Hispanic Targeted Media." 

The reason why I chose this topic is because there is a high exposure of food-related advertisements based on specific race, ethnicity and income characteristics.

For this presentation I will be focusing on children/teens and minority population such as African American and Hispanics. According to Maggie Foxx, studies have shown that African-American and Hispanic children see 70 percent more (junk) food-related TV advertisements than white children do. (Foxx 1).

 Foxx also states that "Black and Hispanic kids are disproportionately targeted by ads for sugary sodas, snacks and calorie-laden and restaurant foods."

"BLACK CHILDREN AND TEENS SAW AT LEAST TWICE AS MANY ADS FOR GUM/MINTS, SODA, AND OTHER SUGARY DRINKS COMPARED WITH WHITE CHILDREN AND TEENS."

I will hope to discover more information of why African American children and Hispanic children are targeted with junk food ads more than white children.  I would also like to find possible solution of what we can do to prevent this from continuing to be reproduce.

For my theme, I would focus on five specific concepts that we've studied in class. 

My five concepts are:

1. Dominant Preferred & Hegemonic Position
2. Consumption
3. Negotiated code
4. Oppositional code
5. Subjectivity/agency

I will also used quotes directed from Stuart Hall, Julia T. Woods, as well as online articles and videos to support my story.

Concepts:

• Dominant preferred:

Stereotypes in African American & Hispanic food culture. For instance, brands such as Takis, Hot Cheetos, Sabritas, khool aid,  cereals, candies and more are associated with African Americans and Hispanics.

We stereotype Hispanic to be fans of soccer and African American of being fans of  basketball or football. Food advertisements use cultural stereotypes to promote their product by using sports, cartoons, movies, etc.  For instance, Hispanic advertisements use Latino/a athletes, actresses, to promote an specific product that is stereotyped to be consumed by Hispanics. 

Same thing goes with African American kids, we stereotype that all African American children like basketball therefore, we use basketball commercials to advertise a food product that relates to them. Celebrities and athletes  become endorsements for these product.

Maggie Foxx quotes "They say their report confirms what public health experts have suspected for years — that advertisers of junk foods find a lucrative audience among minorities." (NBC News).

• Dominant Hegemonic Position: 

Hegemonic code is the audience interpretation, in this case the audience are the children (parents) who watch food ads and fully accept their product without questioning them. Junk Food advertisers target an specific ethnic group such as minorities, Blacks and Hispanics.(Junk) food ads also cause more damage than perceived therefore the audience are acting in a passive way.

Kids/teens as well as parents, accept the stereotypical advertisements presented to them and view them as normal without questioning it.

• Consumption:

For this concept I'm going to use Stuart Hall concept of:  production/circulation/consumption/reproduction.
 In order to consume a product, there has to be a production. Production are the products being advertised on television through ads, billboards, internet, etc. In order for a product to become a real product, we need to consume that product or "consumption". Food advertising companies follow the the cycle of production-circulation-distribution-consumption and reproduction. This cycle continues to reproduce junk food advertisements on Television targeting children which 70% of these children are African American and Hispanics.

In Consumption, audiences are defined by what they consume based on ethnicity and social status.

"Advertisers support media, and they exert a powerful influence on what is presented." Julia T. Woods

Shiriki Kumanyika Chair of the African American Collaborative Obesity Research Network quotes:
  "This is a clear case of tactics that must be profitable from the business perspective but at the cost of fostering an environment that promotes poor health in black and Hispanic youth in particular." Food advertisement companies are targeting specific minorities groups (Blacks and Hispanics) by using cartoons, internet games, music artist, movies (Junk food product placement)and video games. 

David Ogilvy (was an advertising executive) quoted: "If it doesn't sell, it isn't creative enough." Therefore, food advertisement companies have to target an specific group of children/teens using their favorite artist, movies, cartoons, sport, athletes and celebrities.

"Advertisers want to sponsor shows that create or expand for their products." 
Julia T. woods

•  Negotiating position: Middle ground.

According to Fox News Associated Press, Disney says its programming will no longer be sponsored by junk food. The Walt Disney Co. said Tuesday that it will become the first major media company to ban such ads for its TV channels, radio stations and websites intended for children and specific culture. 

First Lady Michelle Obama called the announcement a "game changer" in a statement. "With this new initiative, Disney is doing what no major media company has ever done before in the U.S. - and what I hope every company will do going forward," Obama said.

We are also seen more advertisements that showcase healthier options (usually targeted to white kids since most of the ads show white children. 

However, Disney continues to advertise Junk food ads by using their logo on supermarkets, TV ads, celebrity/athlete endorsement, and advertise in Disney Land parks using the same stereotypical  

We are also starting to see more supermarkets adding healthier food options labeled as : organic, natural, sugar free, free from food coloring, gluten etc. The problem is that most of the food is overpriced and the majority of health food markets are located in middle and higher class communities. We are also starting to see Hispanic and African American shop at farmers markets, health food stores, buying healthier food options but the percentage compared to white families is very low.

• Oppositional position

For Oppositional code I will use a video and article "No Buying it." This video shows the awareness that some of the families have regards food advertisements and not fully accepting the dominant code. The majority of these families unfortunately are predominantly white. Whom shop at farmers markets, health food stores such as Whole food Markets, Sprouts, Trader Joes, etc..

• Agency

Agency is the ability to make our own choices -free will, in this case, the agency will be the ability for African American and Hispanic kids/teens and parents to make their own decision to choose food products without being advertised to them.

In order for this to happen, kids and parents need to be educated about junk food advertisements and become aware that big food corporations (junk food) is profit driven. Usually these food corporations don't care about the consumers, all they care is to make money and do what they can to attract Black and Hispanic children and families.

ROY DANISH: 

"Our first job as individuals concerned with better programming is to be selective for ourselves and our families. " 

"I would urge you as individuals-and your organizations as groups-to support the development and growth of educational television at the local level."

"Education Television programs can provide for viewers of sufficient energy and interest detailed information and knowledge." 

There should also be an increase of healthier options in low income communities such as supermarkets with healthier choices minorities can make better decisions.

Affordable prices (natural/organic food) can be expensive however having supermarkets such as grocery outlets, more community gardens and farmers market  in low income communities -which are found in middle and higher communities can provide more options for colored families.

Work Cited

Hall, Stuart. "Encoding/Decoding." S. During (ed.), The Cultural Studies Reader. London and NY: Routledge. Web. (1993).

Wood T., Julia. "Gendered Media: The Influence of Media on Views of Gender."Wadswoth Publishing. Thompson Learning. Web. (1994).

Foxx, Maggie. "Black, Hispanic Kids Targeted by Ads for Soda and High-Calorie Foods." NBC News. Web.11 Aug. 2015.

WWDTD Movement Representation

After watching several videos on different media productions, some of the stories could be portrayed as a bad representation for their social movements. For instance, when watching the video "Black Lives Matters & Bernie Sanders," two African American young women interrupted Bernie Sander's speech in order to get their voices heard. The two young women from the Lives Matter Movement expressed their feelings towards the injustice that people of color face every day. The young women speaking had great points and addressed important issues of police brutality and violence. However, when reading the comments on the web, we see that many people disagree with the two young women approach and behavior. Many said that interrupting a candidate like Bernie Sanders who’s been active on equal rights and freedom should not be treated disrespectfully. Others said that the two young women are a bad representation of the "Black Live Matters" movement and that maybe they were paid to misrepresent the movement. This behavior caused viewers to see the movement as disrespectful and many were embarrass to be associated with the movement.

Another video that caused controversy was the “Commentary on Students Protest" and the "Yale Confrontation" video. Many disagreed with the extreme and aggressive reaction that Jerelyn Luther had towards Yale Master Nicholas Christakis views of freedom of speech and expression. The controversy started when Yale's Dean Burgwell Howard sent an email to all the undergraduate student body and cultural centers. The email pleaded students to be thoughtful of any offensive, cultural and inappropriate Halloween costumes. However, Christakis wife (Associate master) sent students a separate email letting students know that it was OK for them to express themselves and basically wear whatever they wanted. This made Jerelyn and several students uncomfortable and unsafe. Jeralyn and a group of students confronted the master without holding back. This event caused anger and criticism of the way Jerelyn approached the situations giving her the title of “The Shrieking Girl" by social media. Many responded that her approach was disrespectful and that she had lost her mind. Others treated the situation as mental illness and saw the situation as a bad representation of colored women. Heather Stuart will disagree with the audience portrayal of mental illness as she mentions on his reading that "empirical studies show that the majority of people with a mental illness never commit a violent act or are more likely to be victims" (Stuart 102). Based on Stuart's reading, it is clear that Jeralyn does not have a mental condition but she's expressing her feelings towards the master’s views on Halloween costumes. Some can agree that she was standing up for those whose voices are never heard but at the same time she's being criticized by her strong approach and behavior. 

Another video that is also being criticized is the "Cesar Chavez" day video. Many viewers on the comments were upset of the idea of “Cesar Chavez" day on Easter day. Others were criticizing Chavez movement and did not want to recognize all the efforts that he did for the Hispanic community. Another issue was that women were not fully represented on this video. On the video we do see some women in the background picking grapes and other fruits. We also see a brief comment made by Dolores Huerta regards the movement. However, we don’t see the media recognizing Dolores Huerta even though she was also an activist and labor leader that had a big impact in the movement. 
“Pussy Riots” was another controversial video, as the two young women were portrayed by the media as loud, crazy and violent. Many commentators had negative comments towards the two young women who started the movement. Others, had very disrespectful, vulgar and sexual comments directed to them, making others very uncomfortable. Once again, women are being portrayed as crazy, loud and treated as objects. Both women stood up to the Government and were brutally abused publicly. However, this did not stop people from criticizing the movement and disrespecting the two young women.

Another movement is the “Anonymous” movement which caused many controversies in social media. This movement is portrayed as revolutionary, insane and bias. Many commentators expressed their negative feelings towards the movement calling it a conspiracy movement funded by the Obama Administration. Many viewers sees this movement as over the top due to the graphic images and mysterious music. Some due recognize and support the movement as it contains valuable information that social media can benefit from. I do agree that the images and videos that the movement showcases can be a bit disturbing for many, however, the movement purpose is to shock the masses by providing scary, controversial and political information. 
Lastly is the “Iran Rise Up” video. Many commentators had mixed emotions of the video. Some responded with positive and inspirational comments but others left hurtful and disrespectful comments directed to Iranian culture and believes.

Overall, the representation of Movements in the Media have always been criticized, praised and disrespected for many years now. Many viewers can identify and agree with each movement approach and realness. Other viewers in the other hand, can become intimidated, offended and opposed the views that each movement projects. Some of the stories portrayed in the media focus on the negative aspects of the movements without looking at the positive side and purpose of each movement. 

Underrepresented Families

Have underrepresented families achieved success on television?  In what ways has the medium of television challenged and/or reproduced stereotypes of the American family?

Television programming has changed throughout the years. We now see a diversity of entertaining programming related to the American culture. Television shows have introduced the concept of the “American Family.” Portraying the American family as a middle or upper class white family with a husband, wife and children. However, family television has slowly started introducing families with different ethnicity and cultures. For instance, “I love Lucy"  became one of the first TV show that showcased a biracial couple, a white wife and a Cuban husband. Later on television shows introduced “The Fresh Prince of Bell Air” and the “Cosby show,” representing African American families for the first time on television. Although, television shows started emphasizing families from different backgrounds and culture, each show became a re-production of the same story. The so called the “American family” portrayed similar characteristics and situations. For instance, the men are portrayed as the breadwinner and the women are portrayed as the caretakers. Not all shows however, follow the same family patterns. For instance, Clair Hanks Huxtable (the Cosby show) was not a stay at home mother in fact, she is a successful layer. However, the Cosby show show cases of under representation through gender roles. On the Cosby show,  Clair is underrepresented by not giving the audience the opportunity to see her in action. Clair is a successful lawyer, and when watching the show we don't see her working on a law case or in her work environment. Instead, Dr. Huxtable takes the leading role and is seen on his work element at all times. But have all these stereotypes and gender roles portrayed on family shows changed today?

Today, we see television shows such as Modern Family, Empire, Fresh out the Boat and Blackish showcasing nontraditional blended families with a diversity of age, class, gender, and standards. However, when analyzing closely we notice that some of these shows are continuing to be a re-production of an upper,middle class families with not enough cultural diversity. Some of these shows are also portrayed with stereotypical behavior and culture. There is a lack of authenticity and truth behind these family shows. The American family continues to be underrepresented. Sadly, the majority of the viewers who enjoys these shows cannot relate with the families portrayed on the shows. When we think of the American family we don’t automatically think of our family but the white American family. Not being able to identify or relate with these television shows displays a lack of diversity, culture, values and principals. The show Blackish however, is one of the fewest shows that bring a new take of the African American family on television. These types of television shows can provide a massive audience support (Danish 306). But even though Blackish is changing the stereotypical American family, it is still lacking educational programming on the real struggle that African Americans, Latinos and Asian cultures experience on a daily basis. Reason being is that “all media, newspapers, film, radio, television, magazines and books, are controlled under strict censorship, that a nation can be forced to be uplifted or to conform to a predetermined ideological or cultural mold” (Danish 306). Until television shows provide a good representation of culture and ethnicity, viewers would be able to identify and relate to television shows rather than the typical "American family" that is portrayed on television today.

Gendered Media & Consumerism

How has gendered media influenced your consumption?  In what ways have you conformed and/or resisted gendered media?  (i.e. dolls, movies, reality television, name brands, etc.

Media and consumerism has influence my life in many ways. When I was a child, I remember my brother and I were big fans of Disney movies and Disney cartoons. Every Saturday and Sunday morning we watched Disney movies and cartoons. One of our all-time favorite movies was the Lion King, Pocahontas, and Aladdin. For us, Disney became a fantasy, a magical world that we brought to life. What I mean by that is that my brother and I pretended to be Disney characters. He always wanted to be the hero; the problem was that I also wanted to play the hero too. This was the beginning of a revolution; I did not want to play the role of a princess. According to the article “Gendered Media: The Influence of Media on Views of Gender,” Female characters are portrayed to devote their primary energies to improving their appearances and taking care of homes and people (Woods 2). Unconsciously I wanted to be strong, powerful and be the hero. I wanted to feel empowered and not clean, cook or serve anyone. 

When I started elementary school, I traded my Barbie’s for cars, stuffed animals and video games. I was a bit of a "tomboy" and enjoyed playing with the boys. Once I started high school, I became interested in makeup, boys, fashion and Victoria secret products. Every girl in high school owned Victoria secret’s body spray, lotion and underwear. Back then, girls who used Victoria Secret products were considered popular, trendy and cool. But how did I suddenly start to buy all these products? Thanks to fashion magazines, TV advertisements/shows and commercials, the love for consumerism began. Magazines such as Seventeen, Teen Vogue, Cosmo and Elle influenced my sense of style and encouraged me to consume their products. Reality television shows such as American Next Top Model, Project runway, MTV and BET also encouraged me to purchase beauty/fashion products and inspired my love for fashion and beauty products.