Assumptions, stereotypes, and bias

People perceive things differently. This is because our perception is often strongly influenced by who we are. This includes our experiences, our interests, and what is familiar to us.

Our individual differences cause us to pay attention to and interpret information in different ways. And things can get tricky when these experiences lead us to make assumptions about others and the world around us. This is true, especially when these assumptions turn into biases and stereotypes about people.

Consider the following questions:

• What do you know about the term bias?
• What do you know about the term stereotype?

If possible, share your thoughts with a partner.

Definitions

There are three key definitions to consider:

• Assumption: an idea that a person has or believes even without proof
• Stereotype: a belief about a group of people; assigning a group a certain characteristic even if that is true
• Bias: preference to one idea over others; not giving an equal chance to different ideas

The assumptions that people have can cause them to develop bias. Bias is an opinion held about a person or a group of people. It can be an unfair and incorrect opinion, but it still influences the way people think and act.

Stereotypes go hand in hand with assumptions. Stereotypes are when people assume that a group of people who are similar must all be exactly the same. For example, it’s a stereotype that all Canadians love hockey, but that isn’t necessarily true.

Bias often exists in media because those who create media forms may hold unfair opinions based on their assumptions. These opinions influence the message that they deliver or the way that the message comes across. This is to say, it can be intentional or unconscious. When it is intentional, producers of media consider their audience and try to target the message towards a particular group in an effort to influence the opinions of the audience.

Task 1

Indigenous people in Canada make up a big part of our history. They are the groups and communities that lived in Canada before European settlers arrived to colonize the land. Many Canadians do not know a lot about the Indigenous communities that exist today.

Let’s explore a video to learn more about news media and media bias. In this video, Shelby Lisk, a TVO journalist, discusses the challenges that face Indigenous people in Canadian journalism.

As you listen or explore the video consider the questions below:

• Shelby Lisk talks about the history of newspapers and who started them. How did this effect whose perspective was presented and represented in Canadian news? Is this still an ongoing issue?
• Who watches news networks in Canada?

You may use a method of your choice to record your responses.

Task 2

Let’s explore examples of stereotyping. Imagine that you are exploring a store. You discover a tea set and a race car track.

Consider the following questions:

• How might each be packaged?
• What would packaging design look like?
• What details do you notice in the design?
• What colours are used?

You may have noticed that when it comes to packaging there are certain advertising cues that influence toy choice. For example, toys that are associated with certain activities might use certain colours or include certain groups. Toy design follows uses the same features. Why do you think this might be?

It’s important to note that some (not all) advertisements contain biases and stereotypes. But, for those that do, advertisers use stereotypes on purpose and/or intentionally to capture the attention of their audience. Take a moment to reflect on the questions. You may record your responses using a method of your choice.

• Whose point of view is represented in these advertisements (on the packaging)?
• What assumptions do the creators of the advertisement have?
• Who is the target audience for the toy advertisements?
• What might happen in our own minds the more that we see and/or hear these biases and stereotypes?

Stereotypes in advertisements

Stereotypes are present in all types of media forms. Use the Internet to find a commercial or advertisement. Use the following questions to guide your analysis of the advertisement or commercial. You may use a method of your choice to record your responses.

1. Who is the advertisement or commercial directed towards?
2. Who created the advertisement or commercial?
3. What stereotype(s) can you identify in the advertisement or commercial?
4. Why does the stereotype(s) exist?

Reflection

As you read through these descriptions, which sentence best describes how you are feeling about your understanding of this learning activity? Press the button that is beside this sentence.

Now, record your ideas using a voice recorder, text-to-speech, or writing tool.