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Social Science Media Studies

The Media Gaze

Representations of Diversities in Canada

by (author) Augie Fleras

Publisher
UBC Press
Initial publish date
Sep 2011
Category
Media Studies, Journalism, General
  • Hardback

    ISBN
    9780774821360
    Publish Date
    Sep 2011
    List Price
    $95.00
  • Paperback / softback

    ISBN
    9780774821377
    Publish Date
    Jul 2012
    List Price
    $32.95
  • eBook

    ISBN
    9780774821384
    Publish Date
    Sep 2011
    List Price
    $32.95

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Description

While Canada is known for its official commitment to diversity, a close look at our media reveals that though they frequently promote superficial representations of difference, they actually play a pivotal role in producing and reproducing the values, structures, and priorities of a predominantly “straight,” white, male society. The Media Gaze exposes how newscasters, advertisers, filmmakers, and television programmers attempt to co-opt audiences into believing that media depictions entail neither prejudice nor perspective. In truth, the experiences of those who fall outside of the media’s preferred populations are actively ignored or misrepresented.

 

In this timely audit of the Canadian mainstream media, sociologist Augie Fleras draws on compelling case studies to explore the societal implications of the industry’s hidden bias. He also examines alternative forms of media and media literacy to present readers with tools to challenge the dominant agenda.

About the author

Augie Fleras obtained his Ph.D. in Maori Studies and Social Anthropology from Victoria University of Wellington, New Zealand. An adjunct professor in the Department of Sociology at the University of Waterloo, he is an eclectic social scientist whose publications span the disciplines of anthropology and sociology. His areas of expertise include multiculturalism, race and ethnic relations, indigenous peoples’ politics, and mass media communication.

Augie Fleras' profile page