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Running head: BET AND RACISM 1 BET and the Perpetuation of a Racist Narrative Name Institutional Affiliation

BET AND RACISM 2 BET and the Perpetuation of a Racist Narrative Black Entertainment Television(BET) is a television network whose content aims to target black people in the United States. The network became independent in 1983 and was a stepping stone in television. It was evidence of the achievements that could be made when a particular market segment could be targeted for capitalization. From a sociological perspective, it was able to bring black people's issues to the limelight in a manner that no publication had been able to do before. However, despite the positive strides the network made in ensuring that it catered to the black voice, it has not helped with race equality through some of its programmings. Through the perpetuation of racist stereotypes and their depiction of women, the network has maintained a racist perception against black people in the United States. BET has escalated stereotypes people hold about black people. Sheila Johnson, one of BET's founders, said that she felt the show reinforces negative stereotypes for black people (Rivas, 2012). She mourned that the station deviated from shows like Teen Summit, which showed young black people's struggles. The promotion of such music material reinforces black stereotypes like affiliation to gang activity and lyrics that lewd content does not depict black people positively. To an audience that might not be aware of black culture, watching BET can negatively stereotype black people. Therefore, some of the programs do not paint the black culture positively and reinforce negative stereotypes about black people. The depiction of women in BET is wrong and should not be culturally permissible in modern-day societies. Some of the music videos and programs depict women sorely as sexual objects who are there to gratify the male demographic. The rap lyrics and graphic sexual video content may negatively influence how people from the outside perceive women and especially

BET AND RACISM 3 black women. The social cognitive theory posits that knowledge that influences people's actions can be obtained by observing others in society (Schunk, 2012). The depiction of women in BET could influence how young males perceive women. They may develop perceptions that women are just objects which they can use to gratify their desires. Such a thought could lead to issues with people and their later relationships with their prospective spouses. In hindsight, the depiction of women on BET is harmful and can cause problems regarding how black teens perceive their female counterparts. BET programming lineup could hurt black societies society as a whole by perpetuating a racist narrative. The stereotypes perpetuated by the BET programs have led to public concerns about the message being displayed. The channel's content does not help with the racial divide in America (Lee, 2007). Watching black people's depictions is likely to make racist people who do not know better maintain their racist notions. One of the things that lead to racism is misinformation or inadequate information about the people's culture. The content would make people who are not aware of the black culture draw generalizations which are wrong. In retrospect, the depiction of black people on Bet does not help when it comes to helping with racial progress in the United States. On the other hand, the network has been useful when it comes to the broadcasting of black people's content. The network also offers recognition of some of the work done by black people. When popular mainstream awards do not recognize black people, BET awards are important in giving the required credit (Ross, 2016). The recognition of black artists by an independent network is a positive light for BET. Some of the BET channels' programs help promote a message that helps black people. Every company has a social responsibility which is manifested through their actions (Dreyer et al., 2007). As Sheila Johnson mentions, the network

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BET AND RACISM 4 has largely moved from such shows to shows. Even though there are shows that depict negativity regarding some of the cultural issues facing black people, the network is critical to American television. It has also made great commentary on race and political matters in black America. Therefore despite some negative lineups, the show is important in depicting black people's issues. In conclusion, Black Entertainment Television, perpetuating negative stereotypes, depicting women, and promoting racist perceptions have harmed the black community. The BET network has promoted racist connotations about people. The United States guarantees owners can be sorely responsible for what they want to display on the networks they own. However, since the network carries a name which would make it seem it represents the black voice, it should be wary of the content it displays. Some of the content it shows could help perpetuate the racist narrative in the United States.

BET AND RACISM 5 References Dreyer, L., Hauschild, M., & Schierbeck, J. (2006). A framework for social life cycle impact assessment (10 pp). The International Journal of Life Cycle Assessment , 11 (2), 88-97. Lee, F. (2007). Protesting Demeaning Images in Media (Published 2007). Retrieved 25 February 2021, from https://www.nytimes.com/2007/11/05/arts/05enou.html Rivas, J. (2012). BET Co-Founder Says Network Reinforces Negative Stereotypes. Retrieved 25 February 2021, from https://www.colorlines.com/articles/bet-co-founder-says-network- reinforces-negative-stereotypes Ross, J. (2016). Retrieved 25 February 2021, from https://www.washingtonpost.com/news/the- fix/wp/2016/01/21/what-stacey-dash-neglects-when-she-calls-for-ending-bet-and-black- history-month/ Schunk, D. H. (2012). Social cognitive theory.

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