Short version: Through media people (especially children and young adults) develop their understanding of the world and their place in it. Representation (good and bad) influences that understanding by dictating (explicitly or implicitly) how people act and what they can be in the world.
Longer version:
1. Representation is an affirmation of a person’s existence. A person who sees people ‘like them’ represented in media will (consciously or subconsciously) recognize that they’re not alone.
2. Representation shows potential futures. A person who sees people ‘like them’ doing certain jobs or engaging in certain modes of behavior (or being conspicuously absent or barred from them) will, subconsciously or consciously recognize those as something they could be.
3. Representation shows modes of behavior. A person who sees people ‘like them’ engaging in certain behavior will, on some level, associate themselves with that and come to believe that’s what ‘people like them’ do. This is similar to 2, but more general as it encompasses stereotypes about what ‘certain people’ do.
4. Media reflects reality and influences reality. Even if media is not a perfect representation of the world, it does contain elements of the world (which can be admittedly distorted), anxieties, fears, opinions, worldviews, desired realities, perceived realties, etc. Even if media is not real, and a person knows its not real, it does still affect them or others around them. Media, whether anyone wants it to or not, does influence peoples’ thoughts about the world and reality.
Children and young adults pick up on this stuff during their formative years (consciously or subconsciously) and it influences their beliefs and worldviews. That’s why it’s important for people – especially kids and young adults – to see people ‘like them’, because it shows them they’re normal and that they have opportunities to exist and thrive in the world.
If a certain group of people are only ever portrayed one way in media, people will inevitably (consciously or subconsciously) come to believe that’s what that groups is like. If the poor black gay guy is always the villain…well, that does lead people (consciously or subconsciously) to associate those aspects (poor, black, gay) or their combination (poor, black, and gay) with villainy. Alternatively, if the rich straight white guy is always the villain, the same thing happens… Same if its an Indian woman with dyed hair, an indigenous nonbinary individual, an Asian trans person, a pit bull with a disability, a cat with a facial deformity, whatever.
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