Have you ever noticed that various social classes are represented in very different lights in the media?
These are closely studied in sociology because the impact of media representations on our norms, values and opinions has been well-established in existing research.
- In this explanation, we will review the various types of media representations of social class.
- We will go over the nature, types and causes of representation of different social classes in the media.
- Furthermore, we will explore how sociologists make sense of media representations of social class, including that of:
- the monarchy,
- the upper class,
- the middle class,
- the working class, and
- the underclass.
Representation of class in media
First, let's refresh our understanding of the key concepts within this topic.
What is media representation?
Media representation is a topic that has entered mainstream discourse at a high frequency recently.
In sociology, media representation refers to portrayals of different social groups through various mediums such as TV, newspapers, magazines, etc. based on stereotypical views.
What is 'social class'?
While the definition of social class is a highly contested topic in sociology, there are a few characteristics of social class which are shared across most definitions.
In sociology, an individual's social class is determined by the established socioeconomic categories on which society is divided.
Below, we will look at media representations of class, focusing on examples from British television and news media to study how different social classes - the elite, the middle class, the working class, and the 'underclass' - are portrayed.
Types of media representation of social classes
In the media, certain social classes, particularly the ‘lower’ or working classes, are mainly associated with negative stereotypes and representations. This is because mainstream media professionals majorly belong to the 'upper' echelons of society - elite or middle-class backgrounds. People who own, control, or produce media content rarely come from lower-class backgrounds.
Therefore, elite and upper-class people and institutions usually receive positive representations. Let's look at specific examples of both below.
Examples of media representations of class
We will explore the varying media representations of different classes in society, from the ultrarich monarchy to the so-called "underclass".
Representations of the monarchy in the media
Nairn (2019) points out that after WWII, the monarchy strengthened its ties with the media industry. As an outcome, positive media coverage of every minuscule detail of their lives has helped the monarchy reinvent itself as "The Royal Family".
The media’s glamourised narrative of the Queen and her family, representing them as a family that is "like us but not like us", presents their lives as an ongoing soap opera that encourages people to identify with the royal family.
Fig. 1 - The lives of the members of the royal family are presented in the media as a soap opera, in order to make the royal family more relatable yet show the glamour around them.
Furthermore, the types of media representation of the royal family also reinforce a sense of national identity. The King is portrayed as the symbolic head of the nation, and royal events such as weddings and funerals receive prime coverage. Members of the royal family are also in attendance at events of national importance (e.g. sports events).
Upper-class representation in the media
Neo-Marxists claim that media depictions of social classes focus on hierarchy and celebrate wealth. The outcome of this is that the monarchy, the upper class, and the rich benefit through receiving favourable representations from the media.
The Dragons - Steven Bartlett, Peter Jones, Sara Davies, and others from the British reality television business program, Dragons' Den - are portrayed as aspirational figures in the media.
Based on the facts and percentages of representation of social class in the media, it can be concluded that the British media rarely portrays people from upper-class backgrounds in a critical light or draws attention to serious issues such as:
According to David M. Newman, media representations tend to focus on the concerns of those who are wealthy and privileged. He further argues that the media over-focuses on extravagant consumer goods e.g. luxury cars, costly holiday destinations, trendy clothes, fashion accessories, etc. that are usually only accessible to the rich.
Fig. 2 - Luxury fashion and accessories are only accessible to the wealthy
In this context, Newman gives the example of the large amount of media attention dedicated to business news and stock market figures, even though the number of people who own stocks and shares in the UK is considerably low.
Persistent media representations focusing on the lifestyles of the wealthy - celebrities, entrepreneurs, etc. - glorify such ways of living. This dictates what ordinary people should aspire to, rather than stressing the imbalance in wealth distribution and opportunities that make it very difficult for the non-wealthy to do so.
Representations of the middle class in media
Mainstream media over-represents and, to a certain extent, exaggerates the prevalence of middle-class families. This is especially clear in TV dramas and shows (e.g. "Homes Under the Hammer" or "Escape to the Country"). Both of these shows (and others) often feature very high-income families, yet portray them as "the norm".
Television presenters are also generally from middle-class backgrounds and naturally identify more with middle-class guests compared to those from working-class backgrounds. As a result, they consciously or unconsciously support the interests of the former and devote more attention to them.
Social class also influences the attitudes and behaviours of media professionals towards their audience.
Tabloid news outlets such as the Daily Mail are often comprised of media professionals like journalists who are from middle-class English backgrounds and write for an audience of similar backgrounds.
As they are usually far removed from the realities of the working classes, tabloid media often stirs up moral panics concerning working-class people - on subjects such as crime, violence, terrorism, immigration, and so on.
Simply put, the middle classes dominate the news and current affairs, which means that most media content is shaped by the tastes and interests of the middle classes.
Examples of classism in the media
Let us start by defining classism.
According to Merriam-Webster, classism is "a belief that a person's social or economic station in society determines their value in that society".
Representations of the working class in media
David M. Newman believes when news organisations represent the working classes, they usually label them as "social problems". For instance, working-class youths and associated subcultures are the subjects of frequent moral panics as they are often portrayed as welfare frauds, drug addicts, criminals, etc.
Fig. 3 - Smoking cigarettes is assumed to be a common practice among young people.
Also, a common example of classism in media is the fact that representations of poverty, lone-parent families, single mothers, and unemployment often imply that these situations are a result of personal faults or incapabilities, rather than government policies or poor business practices.
Curran and Seaton (2003) point out that media focused on working-class audiences, e.g. newspapers, often adopt a patronising attitude towards them. They assume that working-class people lack interest in political discourses or analyses of the social institutions of British society. As a result of this, they usually resort to dramatised and simplistic coverage of these topics, such as focusing on clashes between political personalities.
Another example would be the content of news outlets like The Sun, and The Daily Star - both assume that the working-class audience is primarily interested in reading about the lifestyle of celebrities, human interest stories, sports, etc.
Representations of the underclass in the media
Newman argues that media portrayals of the most destitute in society are often negative and unsympathetic. Representations of the poor often focus on statistics rather than human stories - figures of the number of unemployed people or those on benefits, rather than stories of people's suffering or challenges faced due to poverty.
McKendrick et al. (2008) surveyed the output of mainstream British media for a week and found that poverty receives negligible coverage. In what little reporting it does get, root causes and consequences are rarely explored - whether it is in the news, documentaries, fictional dramas, etc.
Simply put, media coverage focuses on individual poverty instead of on the structural contributors to poverty and the conditions of the underclass. Moreover, the underclass is usually portrayed unfavourably and scapegoated for societal issues. Consider the example below:
Ruth Patrick (2017) examined the media representations of those on welfare benefits on the TV reality shows "Benefits Street" and "Benefits Britain: Life on the Dole".
Although the shows claim to reflect an honest and realistic impression, Patrick and others found that they are melodramatic and display stereotypical representations of the lives of benefit claimants and those in poverty.
Representation of Social Class in the Media - Key Takeaways
- Glamorised narratives of the monarchy present their lives as an ongoing soap opera that encourages people to identify with the royal family.
- Media portrayals of social classes focus on hierarchy and celebrate wealth, positively representing the rich, their lifestyles, businesses, and interests. At the same time, they ignore the social inequalities perpetrated by the wealthy.
- Mainstream media over-represents the middle class, both in front of and behind the screen. The middle classes dominate the news and current affairs, which means that most media content is shaped by the taste and interests of the middle classes.
- Working-class groups and subcultures are the subjects of frequent moral panics in mainstream media, and outlets with working-class audiences patronise working-class people and their interests.
- Media coverage of the underclass focuses on individual poverty instead of on the structural contributors to poverty and the conditions of the underclass. Moreover, the underclass is usually portrayed unfavourably and scapegoated for societal issues.
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