Racial ideology, model minorities, and the not-so-silent partner: Stereotyping of asian Americans in U.S. magazine advertising

Abstract

As one of the most visible and powerful media institutions of U.S. popular culture, advertising plays a central role in conveying and disseminating a dominant racial ideology. After establishing an analytical framework based on the relationship between racial ideology and stereotypes of Asian Americans, this study investigates how Asian Americans are represented in American news magazines advertising and how racial ideology is embedded within those depictions. Quantitative analysis found Asian Americans are frequently depicted as highly educated, proficient with technology, and affluent. A textual analysis reinforced these findings and also led to additional insights related to gender dynamics, potential conflicts within the Asian American category, and the relationships between Asian Americans and other minority groups. © 2003 Taylor & Francis.