Advocacy is an important aspect of any society that seeks to promote social justice and equality. It involves the promotion of human rights and the protection of vulnerable groups from discrimination and oppression. Marginalized identities, such as women, people of color, LGBTQ+ individuals, and persons with disabilities, have historically been subjected to various forms of discrimination and exclusion from mainstream media outlets. While mainstream media has played a crucial role in advocating for these marginalized groups, there are concerns about whether it can do so without commodifying their identities. The question that emerges is, "Can mainstream media participate in advocacy without commodifying marginalized identities?" This paper provides an in-depth analysis of this issue.
Theoretical perspectives on advocacy
Before delving into the specifics of how mainstream media can participate in advocacy without commodifying marginalized identities, it is essential to understand the theoretical perspectives underlying advocacy. Advocacy, also known as activism or social action, refers to the process of raising awareness about social issues and promoting change through collective efforts. In sociology, activists are seen as agents who actively challenge existing power structures and fight for social transformation (Hanlon, 2019). They use various methods, including protests, boycotts, petitions, and lobbying, to achieve their goals.
Some scholars argue that advocacy should be broader than just fighting against oppressive institutions and systems. According to Hanlon (2019), advocates should focus on creating spaces where marginalized communities can express themselves freely and build alternative structures that empower them.
Defining commodification
Commodification refers to the process of turning a person, idea, or object into a product or service that can be bought and sold. It involves reducing something's value to its monetary worth and reducing its complexity to make it more marketable. In the context of marginalized identities, commodification occurs when groups are represented solely based on their economic value rather than their humanity.
Women have been portrayed as sexual objects in advertising and entertainment industries, while people of color have been stereotyped as criminals in Hollywood films. This dehumanization of these groups has contributed to their continued oppression in society. Commodifying marginalized identities is harmful because it reduces them to their appearance, behavior, or identity, making it difficult for them to be recognized as full human beings with complex lives beyond their sexual orientation, race, disability, etc.
The relationship between mainstream media and marginalized identities
Mainstream media has played an important role in representing marginalized identities through movies, TV shows, books, magazines, and other forms of popular culture. While this representation has helped raise awareness about the struggles faced by these groups, it has also created stereotypes that perpetuate negative attitudes towards them.
LGBTQ+ individuals have often been depicted as promiscuous, while people of color have been portrayed as violent and criminal. These representations can lead to discrimination against these groups in real life (Hanlon, 2019). As a result, there are calls for better representation of marginalized identities in mainstream media outlets.
Some scholars argue that this may commodify their identities if they are only presented as victims or objectified subjects.
Ways mainstream media can participate in advocacy without commodifying marginalized identities
There are several ways in which mainstream media can participate in advocacy without commodifying marginalized identities. Firstly, they can create spaces where these groups can tell their stories authentically and honestly. This involves giving marginalized communities control over how their stories are told, highlighting their strengths and resilience, and avoiding sensationalism or stereotypical tropes. Secondly, mainstream media can provide accurate information on issues affecting these groups, such as racism, homophobia, transphobia, ableism, etc. Thirdly, they can promote positive narratives about these groups and challenge negative stereotypes through nuanced storytelling.
Mainstream media can use their platforms to amplify the voices of marginalized individuals and support their struggles for social justice.
Advocacy is critical for promoting social justice and equality.
Mainstream media has historically commodified marginalized identities by reducing them to their appearance, behavior, or identity. To prevent this from happening, mainstream media should work with marginalized groups to create authentic and meaningful representations of their experiences, present accurate information on issues affecting them, and challenge negative stereotypes through nuanced storytelling. They should also support these groups' struggles for social justice and empowerment by amplifying their voices and providing resources that help them build alternative structures. By doing so, mainstream media can participate in advocacy while respecting the dignity and humanity of all people.
Can mainstream media participate in advocacy without commodifying marginalized identities?
Mainstream media can participate in advocacy without commodifying marginalized identities by not using them as tokens or stereotypes but instead by focusing on their individual stories and experiences that contribute to understanding broader social issues. They should be careful not to glorify or sensationalize trauma and suffering while also ensuring representation of diverse voices and perspectives in coverage.